COURSE: INE2028 E – INTERNATIONAL BUSINESS

FINAL ASSIGNMENT
(YEN SAO KHANH HOA International Business Strategy in Japan and
France)

Instructor: MSc. Tran Thu Thuy

Name of student: Doan Thi Thanh Loan
Date of birth: 22/09/2004
Student ID: 22051108

Hanoi, 2024

Course: INTERNATIONAL BUSINESS (INE 2028 E)

Student
Doan Thi Thanh Loan (Student ID: 22051108)

Word count
4009 words (Excluding Title Page, Table of Contents and Bibliography)

Module coordinator
MSc. Tran Thu Thuy

Date of submission:
22/09/2004
Plagiarism statement
“I confirm that this assignment is entirely my own work and has not been
submitted in full or in part for any other course within or outside UEB. I confirm
that all references are duly acknowledged.”
 ABSTRACT
Bird's nest is a well-known delicacy in Vietnam and other Asian countries, prized
for its unique flavor and health benefits. It has high nutritional value ( containing
about 50-60% protein content, 18 types of amino acids, minerals, carbohydrates,
vitamin B12 and B6). It includes approximately 30-40% of all harvested swiftlet
nests processed for consumption.
This report analyzes two markets that the researcher believes have potential for
YEN SAO CAN GIO to export through analyzing the national context in terms
of economics, politics, culture,.... From there, propose appropriate strategies:
international business strategy, market penetration strategy, marketing strategy,....
China, a large market with strong demand for bird's nest, offers great potential for
Vietnam’s exports. Recently, Vietnam's bird nest exports to China have seen a
steady increase, driven by the cultural significance and health benefits of bird's
nest. With growing demand and strong trade ties, Vietnam’s bird nest exports are
poised for further growth in 2025.
The U.S. is a demanding market with a growing interest in health and wellness
products. Although bird’s nest is not yet a staple, it aligns with the increasing
consumer focus on functional foods, boosting immunity and skin health.
Additionally, with a significant Vietnamese diaspora and a rising trend for exotic,
premium products, the U.S. market presents a huge opportunity for bird’s nest.
Expanding here would also pave the way for growth across North America.
 1. INTRODUCTION
1.1. Basic information about the business
Yen Sao Can Gio was established in 2010 and has built its brand since 2014 with
the mission of providing high-quality, nutritious products for health and wellness.
Cần Giờ covers an area of over 70,412 hectares, with approximately 33,000
hectares designated as mangrove forest, recognized by UNESCO as a biosphere
reserve in 2000.

The website of Yen Sao Can Gio (Source: yensaocangio.vn)

Product portfolio:
The product portfolio has two main segments: Raw Bird’s Nest Products and
Processed Bird’s Nest Products
+ Raw Bird’s Nest Products
● Fresh bird’s nest
● Dried bird’s nest
 + Processed Bird’s Nest Products
● Bird’s nest soup
● Bird’s nest with ginseng and herbs
● Bird’s nest in liquid form
1.2. Products expected to be exported
Bird’s nest soup and liquid forms. These products are known for their nutritional
value and health benefits. As consumer demand for premium, natural health
products grows globally, particularly among Asian communities.
1.3. Report Goals:
This report aims to evaluate the potential of Yến Sào Cần Giờ in international
markets, focusing on Japan and the United States. By analyzing consumer
demand, market conditions, and cultural trends, the report seeks to identify
opportunities for growth in these regions. Additionally, it will propose strategic
approaches, such as marketing and distribution strategies, to help Yen Sao Can
Gio expand its footprint and effectively cater to local customers in both markets.
1.4. Research scope and limitations
This report will focus on the economic, political, cultural, and social factors of the
potential markets in the United States and Japan to assess the market suitability
for Yen Sao Can Gio. However, due to limited research resources and data access,
there may be inherent limitations in the analysis. The proposed strategies are for
reference purposes, and their effectiveness in real-world application may be
challenging to evaluate conclusively.
1.5. Report structure
The report will focus on analyzing the economic, political, and cultural context of
that country to propose international business strategies, market penetration
strategies, marketing mix strategies, and human resource strategies.
2. THE FIRST COUNTRY - CHINA
2.1. Political, Legal, Economic & Cultural Environment Analysis:
- Economic Environment:
China is the world's second-largest economy by nominal GDP and the largest by
purchasing power parity (PPP). The Chinese market is vast, with a population of
approximately 1.425 billion people in 2022. (MACRO TRENDS In 2022),
China's Gross National Income (GNI) per capita was $12,850 USD, reflecting
rising purchasing power and increased consumer spending on wellness and luxury
goods (WORLD BANK DATABANK) These factors make China a highly
attractive market for Yen Sao Can Gio, as bird's nest products align perfectly with
Chinese cultural preferences for health, prosperity, and high-quality imported
goods.
China represents one of the largest and most lucrative markets for bird’s nest
products, driven by a deeply rooted cultural appreciation for traditional health
supplements and premium food products. Vietnam and China share a strong trade
relationship underpinned by key agreements such as the ASEAN-China Free
Trade Agreement (ACFTA) and the Regional Comprehensive Economic
Partnership (RCEP), facilitating reduced tariffs and improved trade conditions.
- Political & Legal Environment:
China is governed by a one-party system under the Communist Party, with
policies encouraging foreign investment, especially in high-quality products like
bird's nest.
The China government has implemented many strong reforms to attract foreign
businesses to China. Factors beneficial to Vietnamese businesses include:
On the international scale, China signed Free Trade Agreements as mentioned in
the economic environment section, which has helped reduce tariff and non-tariff
barriers to promote trade.
As of April 2022, the Chinese government has implemented a reduction in
corporate income tax rates for small low-profit enterprises. The standard CIT rate
is 25%, but eligible SMEs can benefit from a reduced rate of 20% on annual
taxable income.
In 2020, China emerged as the world's largest importer of food products ( China’s
food import valued at around $98 billion in 2020, $140 billion by 2023) creating
substantial export opportunities for various countries including Vietnam.
- Under Chinese law, foreign companies conducting continuous transactions
must register their operations, typically establishing a local office, branch, or
subsidiary. Non-compliance with these provisions results in shared liabilities for any
obligations arising from transactions. However, regulations, such as product
registration with agencies like AQSIQ, are strict and mandatory for food products,
including bird’s nest.
- China is a promising market due to its supportive trade policies, including
FTAs, and a rising demand for health-focused imports. Despite administrative
complexities, reforms aim to simplify processes for foreign companies entering the
market.
- Cultural Environment
China represents a significant market for edible bird's nest products, deeply
rooted in traditional Chinese medicine and valued for their health benefits. In
2021, China imported 352.52 tons of bird's nest, valued at approximately USD
545 million, indicating a growing demand for these products.
Consumer preferences are shifting, with younger demographics (ages 16 to 35)
accounting for more than half of bird's nest purchases on e-commerce platforms
like JD.com between July 2018 and June 2019.
For brands like Yến Sào Cần Giờ, understanding these consumer preferences is
crucial. Emphasizing the health benefits, quality, and authenticity of bird's nest
products can resonate with Chinese consumers. Additionally, leveraging
e-commerce platforms and targeting younger demographics may enhance market
penetration and brand recognition in China.
In Chinese culinary culture, food is deeply intertwined with tradition, health, and
social bonding. The principles of yin-yang and the five elements (wood, fire,
earth, metal, water) are often applied to ensure harmony in meals.
Chinese consumers are also highly brand-conscious, associating quality and
safety with well-established or premium brands. This creates both an opportunity
and a challenge for new entrants like Yen Sao Can Gio.
2.2. International Business Strategy
Because the business is still small and this is the first step when entering the
international market, Yen Sao Can Gio should choose a localization strategy to
enter the Chinese market.
Four International Business Strategy (Souce: Charles W. L. Hill (2011)
Global_Business_today_7th. McGraw-Hill Higher Education)
The Localization Strategy focuses on adapting products and marketing to meet
the unique demands of specific markets. According to the positioning of the
above 4 types of strategies, we can see that the Localization Strategy focuses on
high pressure for local responsiveness while minimizing cost pressures.
China’s cultural preferences place high importance on bird's nest products as
symbols of health, prosperity, and luxury. Tailoring packaging with Chinese
motifs (e.g., red and gold for luck) and creating premium gift sets for occasions
like Lunar New Year can strongly appeal to local consumers. While this strategy
requires significant investment in consumer research and marketing, it allows Yen
Sao Khanh Hoa to differentiate itself in a competitive market.
However, the Localization Strategy requires businesses to invest in understanding
consumer behavior and preferences. This may seem challenging for a business
like Yen Sao Can Gio, as the Chinese market is already dominated by established
players, and regulatory barriers can pose significant entry hurdles.
Despite these challenges, I believe Yen Sao Can Gio can achieve remarkable
success in the Chinese market due to its international certifications like HACCP
and ISO 22000, which enhance credibility, and its high-quality, natural
Vietnamese bird's nest.
2.3. Market Entry Strategy
The proposal is to choose to enter the China market through export in early 2025.
Yen Sao Can Gio is expected to have an advantage when entering the China
market because Vietnam and China signed a protocol officially recognizing
Vietnamese bird’s nest for official export, marking a key milestone enhancing
brand value globally.
Because Yen Sao Can Gio’s business scale is not too large, it is recommended to
initially enter the Chinese market through indirect export by partnering with
third-party intermediaries. This approach helps minimize costs and reduce risks if
market conditions in China do not meet expectations. After gaining stability and
increasing capital (around 2026–2027), Yen Sao Can Gio can shift to direct
export, allowing the company to have greater control over international trade
activities, establish direct relationships with customers, and provide enhanced
customer service.
The partner that I recommend for Yen Sao Can Gio to cooperate with in
exporting to China is COFCO Corporation—a reputable and experienced
enterprise in the field of food and beverage distribution. The company has an
extensive distribution network throughout China, including supermarkets, retail
stores, and online sales platforms (China National Foodstuff Corporation, 2023).
Besides, i would like to recommend Tmall Global, owned by Alibaba Group, is
the leading cross-border e-commerce platform in China, connecting international
brands with Chinese consumers. Tmall Global provides comprehensive
marketing tools, payment systems, and logistics support, enabling Yen Sao Can
Gio to effectively build brand awareness and engage directly with its target
market.
By partnering with COFCO Corporation for offline distribution and Tmall Global
for online sales, Yen Sao Can Gio can establish a balanced and robust presence in
the Chinese market, leveraging both traditional retail and digital commerce channel
2.4. Production
Regarding the production factory, Yen Sao Can Gio should continue to base its
production facility in Can Gio - Vietnam, as Viet Nam offers stable economic,
political, and cultural conditions and remains the host nation. Moreover, the primary
source of swiftlet nests for producing Yen Sao Can Gio’s bird's nest products comes
directly from us to optimize warehousing, logistics, and raw material procurement
costs while maintaining the freshness and quality of its products.
As for the supply chain, after production in Vietnam, Yen Sao Can
Gio products will be exported to China through established export channels. To
ensure smooth operations and meet market demand, the inventory in warehouses
will be maintained at an optimal level, products sold to calculate the amount of
inventory that should be stocked.
2.5. Marketing Strategy
- The Globalization of market:
Yen Sao Can Gio can choose the globalization of markets strategy to minimize costs
and effectively exploit opportunities in the Chinese market. However, applying the
market globalization strategy does not mean that Yen Sao Can Gio keeps all product
elements identical. Instead, minor adjustments should be made to align the products
with local preferences. For example, Chinese consumers highly value the health
benefits and symbolism of bird’s nest products. Therefore, Yen Sao Can Gio can
adjust packaging design to incorporate Chinese cultural motifs (e.g., red and gold
for prosperity) (Color with Leo, n.d.) and emphasize specific health benefits like
boosting immunity or improving skin health (Gunnars, n.d.). Additionally, market
surveys are essential to understand Chinese consumer preferences regarding product
presentation (e.g., serving sizes, gift sets) and to make necessary modifications that
ensure the product resonates with the local audience.
- The Globalization of brands:
Regarding building a global brand for Yen Sao Can Gio, the company has already
taken initial steps towards global branding by engaging in export activities and
showcasing its products internationally. However, to further develop its global brand
and strengthen its presence when entering the Chinese market, it needs to pay
attention to the brand’s logo, name, packaging, slogan, and establish an official
presence on Chinese e-commerce platforms, collaborating with KOLs to promote
the products.
- Market Segmentation:
According to surveys and geographical research, as of 2023, approximately 66.16%
of China's population resides in urban areas, with expectations to reach nearly 70%
in the next five years (Reuters, 2024, July 31). Therefore, the majority of consumers'
income is in the medium to high level. Post-pandemic, Chinese consumers are more
intentional about their spending, focusing on products that offer immediate and
long-term health benefits (Vogue Business, n.d.). Researching the Chinese market, it
can be seen that this is a potential market. Specifically, Yen Sao Can Gio can target
the following customer groups:
+ Health-Conscious Women (This customer group is very interested in origin,
nutritional content,... esp for children and elderly family members )
+ Young customer group in China: Since the COVID-19 pandemic, there has
been a growing interest in at-home cooking and consuming health supplements.
They prefer ready-to-eat or processed bird’s nest products for ease of use. ( The
Nation Thailand. (n.d.)
+ The customer group is Vietnamese: living in China, A niche group familiar
with the taste and cultural significance of Vietnamese bird’s nest products
- Marketing Mix
To effectively enter the French market, Yen Sao Can Gio should implement a
marketing mix strategy that emphasizes product quality, strategic distribution,
targeted communication, and premium pricing.
Product Strategy: Highlight the premium quality and natural origins of the bird's
nest products. Design elegant packaging that reflects French aesthetics,
incorporating subtle Vietnamese elements to convey authenticity and luxury. Offer a
diverse product range, including ready-to-eat bird's nest beverages and traditional
dried nests, catering to both convenience-seeking consumers and traditionalists.
Distribution Strategy: Partner with high-end retailers and gourmet stores, such as
Monoprix, to reach affluent consumers. Establish an online presence through French
e-commerce platforms and a dedicated French-language website to cater to the
 growing number of consumers who prefer online shopping. Additionally, distribute
products through health and wellness stores to target health-conscious consumers
seeking natural supplements.
Communication Strategy: Share the rich heritage and health benefits of bird's nest
consumption through brand storytelling, educating consumers about its traditional
uses and modern applications. Collaborate with French health and wellness
influencers to build credibility and reach a broader audience. Organize sampling
events in select stores and participate in food expos to allow potential customers to
experience the product firsthand. Provide marketing materials in both French and
English to accommodate a wider audience.
Pricing Strategy: Position the products at a premium price point to reflect their
luxury status and superior quality, appealing to consumers willing to invest in
high-end health products. Conduct market research to ensure pricing is competitive
with other luxury health supplements in France, maintaining a balance between
perceived value and affordability. Introduce introductory discounts or bundled
packages to encourage trial purchases and build an initial customer base.
By implementing this tailored marketing mix strategy, Yen Sao Can Gio can
effectively penetrate the French market, resonate with local consumer preferences,
and establish a strong presence.
f. Staffing Considerations in foreign markets
Because Yen Sao Can Gio participates in the export market, personnel issues are
not a burden. Yen Sao Can Gio exports goods through agents, then the agents will
distribute the products to wholesalers and retailers behind in the distribution
chain.
2.6. Ethical Considerations
In the business process, Yen Sao Can Gio should integrate ethical considerations
into business practices, ensure transparency in business activities, and be
especially honest in product announcements. Besides, Yen Sao Can Gio also
needs to comply with local regulations and perform fair work.

3. THE SECOND COUNTRY: FRANCE

3.1. Political, Legal, Economic & Cultural Environment Analysis
- Political & Legal Environment
The French Republic is a country with a Parliamentary-Presidential system.
France has a tradition of maintaining high control over important areas of the
economy. French politics is characterized by political confrontation between two
factions: the left, centered around the French Socialist Party, a center-left party,
and the right, centered around the Rally for the Republic. However, France is still
considered an attractive market because of its stable political situation, and the
parties also create many incentives for businesses.
French legal regulations are often very strict before goods are brought into the
country. Rookies like Yen Sao Can Gio should find a consulting company or a
French distributor to be a partner. Specifically, attention needs to be paid to the
following three issues: customs procedures and tax regime, determining your
goods consumption channels in France, and ensuring dispute resolution
provisions are clearly stated in the contract
- Economic Environment
France is a country with a modern economy in which a characteristic feature is
state ownership, which affects a number of sectors within the market mechanism.
Vietnam and France always make their mark in trade relations with impressive
numbers. In particular, the Vietnam - European Union Free Trade Agreement
(EVFTA) and the Vietnam - European Union Investment Protection Agreement
(EVIPA) came into effect, creating momentum for Vietnamese goods to
penetrate. deeper into the European market, including France. Currently, France
is Vietnam's leading trading partner in the European Union (EU). Vietnam -
France trade turnover has an average growth rate of 15.7%/year in the period
2011.
As of 2023, France is Vietnam's 4th largest export market within the European
Union, following the Netherlands, Germany, and Italy. Despite this ranking,
Vietnamese goods account for only about 0.5% of total imports. ( this number is
still low) (Trade Map. (n.d.).
- Culture Environment
France is one of the cultural cradles of Europe. This massive, unique culture
continues to be carefully preserved by the French. French food is not only
attractive in flavor and aroma, but also has a remarkable history behind it.
Delicious, classy, elegant, sophisticated, and tasteful are what people praise when
mentioning French cuisine. Their taste is quite strong, with meals mainly
including beef, pork, poultry, and fish prepared simply, such as salting and
smoking.
To export to the EU, Yen Sao Can Gio must register its processing, semi-finished,
and preservation facilities with the Department of Quality, Processing, and
Market Development under MARD. These facilities must meet EU food safety
standards like HACCP and ISO 22000 and undergo appraisal for inclusion on the
EU-approved export list. Compliance includes robust traceability, accurate
labeling, and sustainable sourcing. Proactively working with authorities and
adapting products to EU preferences ensures smoother market entry and
long-term success.
Although the French market in particular and Europe in general are very strict
about product quality issues and other related factors (such as environmental
issues in exploitation, ethical issues, and legal issues), if Yen Sao Can Gio fish
sauce has a chance to enter this market, it will pave the way for easier entry into
other EU markets.
3.2. International Business Strategy
Just like in China, Yen Sao Can Gio should adopt a localization international
business strategy for entering the EU market. While this approach demands
significant time and effort to understand local preferences and comply with
stringent regulations, it ensures the product aligns with European consumer
expectations. Tailoring product offerings, packaging, and marketing to resonate
with EU values of health, sustainability, and transparency will help Yen Sao Can
Gio gain acceptance and build trust in the competitive European market.
3.3. Market Entry Strategy
Just like entering the Chinese market, Yen Sao Can Gio should choose the export
strategy to France. In the early stages, when the brand is not familiar with the
French legal system or procedures, it can export indirectly through
intermediaries. After gaining sufficient capacity and understanding, the brand
should switch to direct export to be more proactive in the goods delivery process
and optimize costs more effectively.
Regarding export partners, I suggest choosing Monoprix—a large French
supermarket chain owned by the Casino Group. Monoprix has more than 800
stores in France and is expanding its operations to other countries, including
Vietnam. Monoprix imports many products from Vietnam, including food,
beverages, cosmetics, and fashion.
3.4. Production
Regarding production, similar to when exporting to China, it is also produced in
Khanh Hoa and exported to the target country - France.
3.5. Marketing Strategy
- Market Segmentation:
Researching the French market, it can be seen that this is a potential market.
Specifically, Yen Sao Can Gio can target the following customer groups:
 Health-Conscious Consumers: The health and wellness sector in France has
seen significant growth, with consumers increasingly favoring products that
contribute to a healthier lifestyle, especially for the aging population.
Affluent Individuals Seeking Luxury Goods: The French luxury goods market
is projected to grow annually by 3.68%, reaching a market volume of US$29.49
billion by 2029, indicating a robust demand for luxury products (Statista, n.d.).
Asian Communities in France: Primarily Vietnamese, Chinese, and other
Southeast Asian expatriates and descendants.
In Europe, especially Northern Europe, there is a growing interest in Vietnamese
cuisine due to its fresh ingredients, balanced flavors, and focus on health.
Vietnamese dishes often feature less oil, more green vegetables, and natural
ingredients, which align with the European preference for heart-healthy and
cholesterol-friendly foods. Therefore, bird’s nests have the potential to become a
popular choice.
- Marketing Mix
Because Yen Sao Can Gio's products are exported for the first time in the French
market. Yen Sao Can Gio can completely apply the marketing mix model about
80% of the same as the Chinese market.
3.6. Staffing Considerations in foreign markets
Because Yen Sao Can Gio chooses an indirect export strategy to France, so it's
only concern is choosing potential partners and reasonable distribution agents. As
above, they chose Monoprix - a reliable partner in France.
3.7. Ethical Considerations
France attaches great importance to the social responsibility of businesses, so Yen
Sao Can Gio needs to pay attention to the following aspects: not violating human
rights or having a negative impact on society and the environment. If Yen Sao Can
Gio can do well, these criteria can be used as communication elements, which will
help Yen Sao can Gio gain a favorable view of the French.
4. CONCLUSION & RECOMMENDATION
This strategic report highlights the significant potential for Yen Sao Can Gio to
expand its market reach and strengthen its position in both domestic and
international markets. By leveraging its unique product qualities, including the
natural richness of Can Gio and its premium health benefits, the company can
differentiate itself in a competitive industry.
To achieve sustainable growth, Yen Sao Can Gio should focus on:
1. Brand Enhancement: Develop a distinct and appealing brand identity that
emphasizes the unique origin and health benefits of Can Gio bird’s nest products.
2. Market Expansion: Prioritize entry into high-demand markets such as
China, South Korea, and the Middle East, where the appreciation for premium bird’s
nest products is well-established.
3. Product Diversification: Introduce innovative product lines, such as
ready-to-drink bird’s nest beverages, to cater to modern consumer preferences.
4. Quality Assurance: Maintain rigorous quality standards to build consumer
trust and establish long-term relationships with distributors and retailers.
5. Sustainability Practices: Promote environmentally friendly harvesting and
production processes to align with global trends in sustainable consumption.
By implementing these strategies, Yen Sao Can Gio can position itself as a leader in
the bird’s nest industry, capturing new opportunities and achieving long-term
success.
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