Htoo Wood Co. Ltd.’s Business Plan for Trade Fair in Germany

1. Htoo Wood Co. Ltd.’s Business Plan for Trade Fair in Germany by (1) Mr. Thein Han Thu (2) Mr. Thawda Tun (3) Ms. Thin EiEiPhyo (4)Ms. HninThiriAung (5) Ms. May OoZaw Only The Best Will Do

2. Content 1. Mission 2. Objectives of Showcasing in Trade Fair 3. Company Overview 4. Overview of the Trade Fair 5. Selection Criteria 6. Product Information 7. European Market Analysis 8. SWOT Analysis 9. Marketing Plan 10. Financial Plan 11. Key Activities and Timeline 12. Follow-up Plan 13. Expected Projections Only The Best Will Do

3. To grow profitable market in EU countries through superior customer service, innovation, quality and commitment. . . Only The Best Will Do

4. Objectives of Showcasing in Trade Fair • To build brand awareness of value added wood products of Myanmar • To create new sales • To develop new market • To find new distributors/partners • To attract potential customers • To increase total sales by 10% within 1 year after trade fair Only The Best Will Do

5. Company Overview • Htoo Wood-based Co., Ltd. • Established since 1997 • Furniture manufacturing, procurement of wood and wood products, local sales and exporting of furniture • 2 Factories in Wahtaya Industrial Estate • Over 350 Employees • Annual Sale Revenue of USD 100 million • Awards from Myanmar Forest Products and Timber Merchants Association • Experiences in Domestic and Regional Trade Shows • Website: www.htoowood.com and www.winwood-furniture.com Only The Best Will Do

6. Overview of Trade Fair • Name – Tendence International Consumer Goods Fair • Organizer – Messe Frankfurt • Venue – Frankfurt, Germany • Time – 24 to 28 August 2012 • Event only for showcasing interior decoration and crafts Only The Best Will Do

7. Overview of Trade Fair (Conti) • Around 2,000 exhibitors and 52,162 visitors from 104 countries • Visitors are mainly importers, distributors, chain stores, department stores and home decoration professionals • Procurement Platform for retail chain and department stores Only The Best Will Do

8. Selection Criteria • Why select wood-based furniture? • Plenty of raw materials in Myanmar • Said to be “Gift of God” • High technology and best practices • EU countries import wood furniture • Why select this trade event? • Large number of visitors within a short period of time • Handy transportation • Geopolitical situation • Place of both tradition and dynamism • Multinational atmosphere • Developed infrastructure Only The Best Will Do

9. Product Information Only The Best Will Do

10. Teak Flooring Price - Euro 45 per Sq Meter FOB Yangon Only The Best Will Do

11. Teak Table Price - Euro 900 per set FOB Yangon Only The Best Will Do

12. Teak and Leather Bench Price – Euro 750 FOB Yangon Only The Best Will Do

13. Teak Bed Price - Euro 1,200 FOB Yangon Only The Best Will Do

14. Teak Cabinets Decorated with Sea Shells Price - Euro 900 FOB Yangon Only The Best Will Do

15. Teak Carvings Price - Euro 250 FOB Yangon Only The Best Will Do

16. Teak Accessories Price - Euro 350 FOB Yangon Only The Best Will Do

17. European Market Analysis Only The Best Will Do

18. EU Market Table 1: Table showing furniture importing and exporting countries Only The Best Will Do

19. EU Market (Conti) Table 2: Figures showing Furniture Consumption in EU (2004) Only The Best Will Do Retrieved at 20th June 2012, from http://pdf.usaid.gov/pdf_docs/PNADH793.pdf

20. SWOT Analysis • Strengths • Plenty of Raw Materials • High Experience • Well-established Business Networks • Strong Financial Background • High Technology • Expertise • Own up-stream enterprises • Weaknesses • Lack of EU Market Experience Only The Best Will Do

21. SWOT Analysis • Opportunities • Huge Market Potential • Changing Emotional Behaviors • Threats • International Competitors • Financial Crisis in EU Only The Best Will Do

22. Marketing Plan 4 Ps • Product • Furniture with elegant designs using teak and hard wood (quality, brand, design, etc.) • Price • Consignment, Commission, Negotiable payment terms • Place • European Union Nations, via appointed distributors • Promotion • Endorsement, Discounts

23. Financial Plan Only The Best Will Do

24. Financial Plan Only The Best Will Do

25. Key Activities and Timeline Only The Best Will Do

26. Follow-up Plan • After show visit • Getting feedbacks from officers and key employees • Shortlisting some distributors identified in event • Thanking those distributors • Prompt mailing of materials • Discussions within organization • Follow-ups telephone callings • Processing inquires • Financial analysis • Final report and documentation Only The Best Will Do

27. Expected Projections • About 500 new contacts made • Increase in exports by 10% in target markets • 15% increase in orders from existing customers • Fit least 2 ideas for new furniture development Only The Best Will Do

28. Thank you for your time! Only The Best Will Do