NATIONAL ECONOMIC UNIVERSITY

CENTER OF ADVANCED EDUCATIONAL PROGRAMS

MAJOR ASSIGNMENT IN FOREIGN TRADE PRACTICES

TOPIC: ECO STRAW'S BUSINESS PLAN FOR EXPORTING
RICE STRAW PRODUCTS TO THE UK MARKET

Supervisor : MA. Tran Trong Duc

Class : International Economic 64E

No Full name Student’s ID

.
1 Ha Thi Hai Ngan 11224548
2 Doan Nguyen Linh Ngan 11224546
3 Vu Thi Minh Anh 11220756
4 Pham Thi Thanh Trang 11226489
5 Le Dao Nguyen Huy 11222773

Hanoi, October 202

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 ACKNOWLEDGEMENT
First of all, I would like to express my sincere thanks to the teachers in the AEP
department for their dedicated teaching and equipping me with the necessary professional
knowledge to complete this essay. The dedicated guidance of Mr. Tran Trong Duc helped
me gain a deeper understanding of the field of export business and complete the essay in
the best way.
I would also like to express my gratitude to the students in the group who discussed,
shared information and gave suggestions to improve the essay.
I would like to sincerely thank the school library, online databases and all valuable
resources that provided me with useful information to complete this research paper.

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 TABLE OF CONTENTS
ACKNOWLEDGEMENT.................................................................................................2
INTRODUCTION..............................................................................................................5
CONTENT..........................................................................................................................6
CHAPTER 1: BUSINESS INTRODUCTION.................................................................6
1.1 History of establishment.......................................................................................6
1.1.1 Founding time and background....................................................................6
1.1.2 Founder...........................................................................................................6
1.1.3 Milestone.........................................................................................................6
1.2 Brand story............................................................................................................7
CHAPTER 2: PRODUCT – RICE STRAWS.................................................................8
2.1 Features..................................................................................................................8
2.2 Production process................................................................................................8
2.3 Advantages of the product...................................................................................9
CHAPTER 3: REASONS FOR CHOOSING PRODUCT...........................................10
3.1 Reasons for consumers to choose rice straws.......................................................10
3.2 Reasons for businesses to choose rice straws as their export product...............10
CHAPTER 4: MARKET RESEARCH..........................................................................11
4.1 Opportunities..........................................................................................................11
4.1.1 Cultural Characteristics.................................................................................11
4.1.2 Economic Characteristics...............................................................................12
4.1.3 Political Characteristics..................................................................................14
4.2 Challenges...............................................................................................................16
CHAPTER 5: COMPETITORS IN THE TARGET MARKET ANALYSIS............17
CHAPTER 6: ADVERTISING.......................................................................................19
6.1 Target Customer.....................................................................................................19
6.1.1 Wholesalers......................................................................................................19
6.1.2 Retail.................................................................................................................20
6.2. Marketing Target..................................................................................................20
6.3 Distribution Channel..............................................................................................21
6.3.1 Online...............................................................................................................21
6.3.2 Offline...............................................................................................................21

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 6.4 Marketing campaign..............................................................................................22
6.4.1 Touchpoint 1 – Before a purchase.................................................................22
6.4.2 Touchpoint 2 – During a purchase................................................................23
6.4.3 Touchpoint 3 – After a purchase....................................................................24
CHAPTER 7: BUSINESS PLAN....................................................................................24
7.1 Business target........................................................................................................24
7.1.1 Long – term target...........................................................................................24
7.1.2 Short – term target..........................................................................................25
7.2 Measures for Implementing the Business Plan....................................................25
7.2.1 Current Financial Status of Eco Straws........................................................25
7.2.2 Human resources.............................................................................................26
7.2.3 Facilities............................................................................................................27
7.3 Summary of the Business Roadmap and Market Entry Plan for UK...............27
7.4 Key Performance Indicators for Business Effectiveness Evaluation.................28
7.4.1 Projected Revenue of EcoStraws Company from Business Operations in
the UK Market from January 1, 2025 to June 30, 2025........................................28
7.4.2 Costs Incurred by Eco Straws Company to Implement the Business Plan
in the UK Market from July 1, 2024 to June 30, 2025..........................................29
7.4.3 Key Performance Indicators for Business Efficiency...................................29
CONCLUSION.................................................................................................................30
REFERENCES.................................................................................................................31

LIST OF TABLES
Table 1. Marketing campaign.............................................................................................22
Table 2. Projected Revenue of Eco Straws........................................................................28
Table 3. Costs Incurred by Eco Straws..............................................................................29
Table 4. Criteria assessing business effiency.....................................................................29

LIST OF FIRGURES
Figure 1. Climate change is the biggest threat to civilisation (% of British adults)...........12
Figure 2. GDP per capita (current US$) - United Kingdom...............................................13
Figure 3. Sustainability segmentation of UK consumers...................................................17

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 INTRODUCTION
In recent years, the problem of marine pollution caused by plastic waste, especially plastic
straws, has become increasingly urgent globally. The UK, one of the pioneering countries
in the fight against plastic pollution, has issued many policies to limit the use of
disposable plastic products. This has created a great opportunity for environmentally
friendly alternative products, including rice straws.
Rice straws, made from natural materials such as rice, are a perfect solution to replace
plastic straws. This product is not only completely biodegradable but also edible,
completely safe for consumers' health. With these outstanding advantages, rice straws are
increasingly popular in the international market.
Eco Straws, with the mission of bringing sustainable solutions to life, has been striving to
research and develop high-quality rice straws. Realizing the great potential of the UK
market, Eco Straws has decided to implement a plan to export products to this market.
Bringing Eco Straws rice straws to British consumers not only contributes to reducing
environmental pollution but also affirms Vietnam's position as a country with high-
quality, environmentally friendly products.
This article will present in detail Eco Straws' business plan to export rice straws to the UK
market, including market analysis, competitor analysis, building a marketing strategy, and
making a business plan.

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 CONTENT
CHAPTER 1: BUSINESS INTRODUCTION
1.1 History of establishment
1.1.1 Founding time and background
Eco Straws Vietnam Export JSC was established in 2019 with the
goal of producing and distributing environmentally friendly
products that are safer for consumers.
The product ecosystem of Eco Straws is entirely made from 100%
natural, locally sourced materials that are cultivated and quality-
controlled to meet international standards.
With gratitude for nature and a love for people, marine life, and the surrounding
environment, Eco Straws is continuously expanding its export categories: from eco-
friendly straws, rice noodles, rice coffee stirrers, and much more to come.
1.1.2 Founder
Mr. Nguyen Huu Dai – a Vietnamese entrepreneur, who graduated as a mechanical
engineering student from Bach Khoa University, has spent many years trading machinery
and equipment products.
1.1.3 Milestone
2019: Initial research on the production process and machinery design, building a factory
that meets international standards.
2020: Completed research and launched a high-tech manufacturing facility.
2021: Expanded the factory to an area of over 3,000 square meters to meet domestic and
export demand. Additionally, implemented modern cold-drying technology and a large-
scale solar energy system for the manufacturing plant.
2024: Bringing safe products for health and environmental protection from Vietnamese
agricultural sources to the Vietnam International Sourcing Exhibition 2024, Eco Straws'
booth has received more than 300 visits and inquiries from domestic businesses. and
international only on the first day of opening.
Eco Straws factory operates under four criteria:
 No dust
 No chemical odors
 No noise
 No wastewater
Eco Straws features an exclusive patented advanced technology production line. The
entire process of warehousing, raw material processing, production, and packaging meets
FDA, HALAL, LFGB, ISO 22000-2018 standards, and more.
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1.2 Brand story
The story of Eco Straws begins with a simple but powerful idea: creating an
environmentally friendly product to replace harmful plastic items. Eco Straws’s vision is
not only to provide an alternative product but also to build a sustainable green future.
Mission
To produce eco-friendly, clean, and green products, contributing to elevating the value of
Vietnamese agricultural products on the international stage, creating job opportunities for
farmers, and generating foreign currency revenue for the country.
Vision
To become the leading enterprise in Southeast Asia in producing and developing
environmentally friendly products.
Core values
 Green materials
Eco Straws products are made from 100% natural materials sourced from the rich
and fertile land of Vietnam.
 Green production
The production process meets international standards. The factory uses solar
energy to reduce carbon emissions into the environment.
 Green distribution
Building partnerships with businesses and organizations that love nature and are
committed to environmental responsibility.
 Green consumption
Creating consumption habits that respect the environment through green, reusable,
recyclable products, reducing waste in production and consumption.
 Green lifestyle
From purely natural products produced with eco-friendly technology, Eco Straws
aims to create a sustainable lifestyle.
Growth and evolution
The idea for rice straws originally came from a video of a turtle being rescued from a
plastic straw stuck in its nostril. Understanding the harmful effects of plastic waste,
particularly plastic straws, Eco Straws has worked hard to create products that are not
only "green" but also clean and safe for humans, the Earth, and any living beings on the
planet. After five years of production, refinement, and introduction to international
markets, the image of Vietnamese rice straws has gradually become familiar in many
places around the world, conquering demanding markets such as the United States, Japan,
France, and the Netherlands.
As of now, Eco Straws has exported rice straws to four continents, achieving a production
capacity of up to 15 containers per month. These figures represent a long journey for Eco
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Straws, a collective effort to continuously listen and adapt to meet the needs of the
market.

CHAPTER 2: PRODUCT – RICE STRAWS

Originated in Vietnam, Eco Straws rice straws are produced 100% from natural
ingredients (such as rice flour and tapioca starch) combined with colors from various
grains and vegetables, without preservatives, and have high heat resistance. Rice straws
are a perfect alternative to plastic straws, helping to protect the health of users and the
environment, thereby also safeguarding other living beings on the planet.
2.1 Features
Eco Straws rice straws have high durability, with a usage time of 2 to 10 hours without
worrying about cracking or breaking, and they do not affect the taste of the drink at all.
This is an environmentally friendly product that can decompose completely within 3 to 6
months.
Rice straws are safe for users as they do not contain microplastics or harmful chemicals
that could affect health. Additionally, the product encourages people to develop good
habits by using environmentally friendly products, fostering a healthy green lifestyle, and
spreading this positive energy to others.
2.2 Production process
Eco Straws is not just a product, but an achievement of innovation in environmental
protection. Eco Straws rice straws are made from completely natural ingredients such as
rice, tapioca starch and colors from natural leaves, flowers, tubers and fruits. The
production process is on a modern, closed line, from grinding rice to mixing flour,
shaping, cutting, drying and packaging. And strict quality control ensures that each straw
is not only durable in all beverage environments, beautiful but also meets food safety and
hygiene standards.
The process includes 6 steps:
 Step 1: Processing the Ingredients
Rice straws are made from 100% natural ingredients such as rice starch and tapioca
starch. The colors of the rice straws are created from natural grains and vegetables,
including black rice, red rice, butterfly pea flowers, turmeric, cocoa, and moringa.
The ingredients are finely ground, filtered, and dried to extract rice starch and
tapioca starch. Then, the rice flour, tapioca starch, and vegetable coloring powder
are mixed in specific ratios with water using specialized mixing machines until a
smooth, thick mixture is obtained. The consistency of the mixture is a crucial
factor that determines the texture and durability of the rice straws.
 Step 2: Shaping the Straws

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 The flour mixture is transferred to a blending machine and then shaped into straws
of suitable sizes for consumer needs. The shaped straws are then moved to an
automatic steaming area.
 Step 3: Heating the Straws
After shaping, the straws are steamed at temperatures ranging from 80 to 120°C to
eliminate harmful mold and bacteria such as Salmonella, Aspergillus, and E. coli.
 Step 4: Cutting the Straws
The straws are then cut into segments to meet customer usage requirements. After
this stage, the straws are measured for size before being subjected to a cold drying
process.
 Step 5: Cold Drying
The rice straws are placed on racks and put into a cold drying chamber at
temperatures ranging from 45 to 80°C for about 2 hours.
 Step 6: Quality Check and Packaging
After the cold drying period, the straws are taken out for quality inspection,
checking for moisture content and durability to ensure there are no bends, cracks,
or other defects. Following this, the rice straws are packaged for preservation and
delivery to consumers.
2.3 Advantages of the product
Eco Straws rice straws are highly durable, can be used for 2 - 10 hours without worrying
about cracking and do not affect the taste of the drink at all. This is an environmentally
friendly product that can completely decompose within 3 - 6 months.
Rice straws are safe for users because they do not contain microplastics and do not
contain toxic chemicals that affect health. In addition, the product also gives people a
good habit of using environmentally friendly products, creating healthy green living
habits and spreading this source of energy to everyone.
Some of the most obvious benefits when using rice straws that “green consumers” should
know are:
Protecting human health
Plastic straws contain a large amount of microplastics with a diameter smaller than 5 mm.
These particles can directly enter food, drinking water, and the air. They are components
that can harm human health, causing respiratory inflammation, cancer, and many other
serious diseases. Eco Straws rice straws are produced on advanced production lines, free
from harmful substances, ensuring user safety. The product is a perfect alternative to
plastic straws, helping to protect the health of users.
Reducing plastic waste to protect the environment
Plastic waste has severe consequences for the environment. Using rice straws
significantly reduces the amount of plastic straws disposed of, which harm the
environment. Rice straws are made entirely from natural ingredients and can decompose

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completely within a short period (only 3 to 6 months). They are safe and environmentally
friendly, causing no harm or negative impact on the environment.
Protecting marine life
With the vast amount of plastic waste, especially plastic straws, discharged into the ocean
each year, marine life is among the most affected. Plastic waste impacts the quality of
water and the food sources they rely on. Additionally, many marine organisms have
ingested or become trapped in floating plastic waste. Many species are now on the brink
of extinction. Rice straws, made from natural ingredients like rice and tapioca, can be
safely consumed by marine creatures without affecting their health. Moreover, rice straws
will decompose quickly, thus not impacting or hindering the activities of aquatic life. This
truly represents a new advancement in protecting the environment and safeguarding
marine species.

CHAPTER 3: REASONS FOR CHOOSING PRODUCT

3.1 Reasons for consumers to choose rice straws
Microplastic Free
Microplastics, tiny plastic particles, are a significant environmental concern. These
minuscule pieces of plastic pollute our oceans, harming marine life, and can even enter
the human food chain. Unlike plastic straws, rice straws are completely free from
microplastics. When disposed of, rice straws biodegrade naturally, breaking down into
harmless components that return to the earth. This makes them a safe and sustainable
choice for both the environment and human health.
Eco – Friendly
Rice straws are a prime example of sustainable and eco-friendly products. Crafted from
natural rice, these straws are biodegradable and compostable. Unlike plastic straws that
persist in the environment for hundreds of years, rice straws break down quickly,
minimizing their environmental impact. By choosing rice straws, consumers actively
contribute to reducing plastic waste and preserving our planet's resources.
Highly water – resistant for up to 10 hours
One common concern about natural alternatives to plastic straws is their durability.
However, rice straws have been engineered to withstand the test of time, providing a
satisfying drinking experience. These straws are designed to be highly water-resistant for
up to 10 hours, ensuring they won't become soggy or fall apart during use. This durability
makes them a practical and convenient choice for everyday use.
3.2 Reasons for businesses to choose rice straws as their export product
Abundant yield
Vietnam's tropical climate and weather are very suitable for rice growing. Taking
advantage of Vietnam being one of the agricultural producing countries with the world's

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leading rice production and quality. Vietnam harvest about 8.2 million tons of rice every
year. The abundant supply of raw materials is one of many conditions for businesses to
produce large quantities.
The development trend of the rice straw manufacturing industry is growing strongly in
Vietnam. Businesses in this field are investing in modern production lines to meet
increasing demand from domestic and international markets.
Economic benefits
The trend of developing the organic straw manufacturing industry is growing strongly in
Vietnam. Businesses in this field are investing in modern production lines to meet
increasing demand from domestic and international markets.
This not only brings economic benefits but also supports Vietnam's environmental
protection efforts. The development of the rice straw industry not only helps reduce waste
but also creates job opportunities and contributes to the country's sustainable
development.

CHAPTER 4: MARKET RESEARCH

4.1 Opportunities
4.1.1 Cultural Characteristics
The first market characteristic that every business needs to understand is culture. Cultural
characteristics greatly influence consumer preferences and behavior. Especially in the UK
market, cultural characteristics can be listed as follows:
Environmental Awareness of the Public
The people of the United Kingdom have a high level of environmental awareness, they
are always looking for ways to minimize their negative impact on the environment. One
of the key factors contributing to the strong commitment to environmental protection
among the British is their profound understanding of the environmental issues adversely
affecting individual lives: air pollution, climate change, waste, and refuse.
Some notable examples of the environmental consciousness among the British include
protests. On Saturday 22 June Nottinghamshire Wildlife Trust travelled to London with
others from across the UK to join more than 60,000 people and over 350 charities,
businesses and action groups to march through central London to parliament. They had
one simple but powerful message to all the UK’s political parties – that they must Restore
Nature Now. The march is thought to have been the biggest public demonstration in the
General Election run-up and shows the strength of public opinion on the need for stronger
political action to tackle the nature and climate crisis.

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 Figure 1. Climate change is the biggest threat to civilisation (% of British adults)

British attitudes towards sustainability: According to key insights from YouGov data,
these statistic sheds light on British consumer attitudes and behaviours regarding
sustainability in 2024: 60% of Britons agree that climate change is the biggest threat to
civilisation. This sentiment is particularly strong among Gen Z, with 70% in agreement,
followed by Millennials at 63%.
Coffee Culture in the United Kingdom
The UK is home to international coffee chains, most notably giants like Costa, Starbucks,
and Caffe Nero, which together account for 54% of the branded coffee shop market. Back
in 2009, one in nine people visited a coffee shop daily; by 2014, it became one in five
coffee enthusiasts frequenting these establishments.
The UK experiences a warm summer lasting three months (June, July, and August), with
sunny days reaching temperatures of up to 30°C. This increases the demand for refreshing
beverages in coffee shops.
To meet customer needs, large brands and small coffee shops consistently require a
substantial supply of ingredients, including straws. Given the environmental
consciousness of the British public and government regulations aimed at reducing plastic
waste (as mentioned in the economic-political characteristics), eco-friendly straws will
undoubtedly be the optimal choice. This opens up a market and development
opportunities for Vietnamese businesses producing straws from natural materials.
4.1.2 Economic Characteristics
Economically, the UK holds a reputable and high position on the international stage
Currently, it is the seventh largest economy in the world (second in the EU after
Germany). The UK stands out as one of the most globalized economies, with free trade
policies and anti-protectionist measures (the total value of UK imports and exports
exceeded $1.189 trillion in 2014). The UK is an important member of economic
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organizations such as the OECD and WTO. London is one of the most significant
financial centers globally, alongside New York and Tokyo. The UK's imports of goods
and services reached an impressive £897.9 billion in 2023.
Thus, the UK is a reputable and potential partner for import and export cooperation.
Great Purchasing Power
The UK is a large market. As of October 7, 2024, the current population of the UK is
69,248,760 according to the latest data from the United Nations. The UK’s population
accounts for 0.84% of the world’s population, ranking 21st globally among countries and
territories. Notably, 84.64% of the population lives in urban areas. The GDP per capita in
the UK reached $48,866.6 in 2023, while the global GDP per capita was $12,314. This
indicates that the UK is a potential and affluent market for product consumption, with a
high-income population.

Figure 2. GDP per capita (current US$) - United Kingdom

The Willingness of the British Public to Pay for Environmentally Friendly Products
According to data from YouGov, there is a positive attitude among the British public
towards environmentally friendly products and a willingness to invest in environmental
initiatives among individuals and businesses in the UK: A fifth of Britons (21%),
identifying as ‘Planet Protectors’, are willing to spend more on sustainable products,
driven by their commitment to environmental health. This segment shows a strong
dedication to investing in products that favour sustainability, highlighting a niche but
significant market. 64% of British consumers are willing to pay up to 10% more for
sustainable packaged foods and drinks.

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Therefore, organic straws have the potential to be well-received, and Vietnamese
businesses can capitalize on opportunities in the UK market.
4.1.3 Political Characteristics
a) Government environmental policies
Government efforts to raise public environmental awareness
In the past decade, the UK has experienced a marked decline in environmental quality,
affecting both urban and rural areas. A nation of nearly 67 million, with advanced
technology, has put significant strain on its environment. As reported by the UK NEA, air
pollution and climate change have had a profound impact on the UK's mountainous
regions. Rising sea temperatures and overexploitation of marine resources, driven by
climate change, have severely degraded marine ecosystems. Human activities, particularly
the disposal of plastic and plastic products, are the root causes of the UK's environmental
challenges, including air pollution, climate change, waste, and soil contamination. It is
estimated that we use 4.7 billion plastic straws, 316 million plastic stirrers, 1.8 billion
plastic-stemmed cotton buds, 2.7 billion items of single-use cutlery and 721 million
single-use plates in England every year, many of which find their way into our ocean.
In response to the pressing environmental issues, the UK government has taken
significant steps to combat pollution, particularly leading the charge against plastic waste.
In line with the government's call to action, Buckingham Palace has implemented a plan
to eliminate single-use plastics from royal estates. Additionally, the plan calls for an end
to the use of plastic straws and bottles in both public and private dining areas.
Furthermore, packaging and Styrofoam containers used in restaurants and cafes must be
biodegradable. An increasing number of British restaurants and pubs are joining the
movement to eliminate plastic straws. Major chains such as Costa Coffee, Pizza Express,
Wagamama, and Wetherspoons have set out plans to phase out non-biodegradable straws
by 2018.
Declaration war on plastic straws
Scotland has become the first nation in the United Kingdom to impose a nationwide ban
on plastic straws. This is part of a broader plan to reduce single-use plastics. Earlier in
2018, the Scottish government prohibited the sale and production of plastic cotton buds,
which are among the most common types of litter found on beaches. Additionally, the
Scottish government will introduce charges for other plastic items, such as plastic bags.
Notably, after implementing a 5p charge on plastic bags in England, plastic bag usage has
decreased by up to 85%.
In January 2018, the UK government introduced a ban on microplastics. Specifically,
from September 2019, those who want to use bottled water and single-use plastic cups
will have to pay an additional fee of 10 pounds (approximately 300,000 VND). The 2023
Environmental Protection Regulations for England ban the sale and distribution of single-

14
use plastic plates, bowls, trays, cutlery, balloon sticks, and polystyrene food or drink
containers and cups.
Therefore, the UK government's policies, which prioritize environmental protection and
sustainability, have created a level playing field for eco-friendly businesses. By imposing
environmental taxes and bans on plastic products, the government has weakened the
competitive advantage of traditional plastic straws, thereby opening up a significant
market opportunity for Eco Straw Vietnam's organic straws
b) The trade relations between Vietnam and the UK – Opportunities for furture
cooperation
Vietnam and the UK established diplomatic relations at the ambassadorial level on
September 11, 1973. The UK has signed most of the framework economic agreements
with Vietnam, becoming one of the leading ODA donors to Vietnam, supporting Vietnam
in strengthening relations with the EU, and backing Vietnam's accession to the WTO.
In 2013, the UK and Vietnam celebrated 40 years of diplomatic relations (1973-2013). On
August 1, 2002, Vietnam and the UK signed the Agreement on Investment Protection and
Promotion between the two countries. On September 19, 2006, the two sides signed a
Development Partnership Agreement for the period 2006-2015.
Most importantly, the UK-Vietnam Free Trade Agreement (UKVFTA) was officially
concluded on December 11, 2020, and signed on the evening of December 29, 2020. The
agreement was negotiated based on the principle of inheriting commitments made in the
EU-Vietnam Free Trade Agreement (EVFTA) with necessary adjustments to ensure
compatibility with the bilateral trade framework between Vietnam and the UK. The
UKVFTA covers various sectors, including market liberalization for goods, services, and
investment. Additionally, it outlines commitments related to trade and sustainable
development, including labor, environmental, and social responsibility content. This
agreement officially took effect on May 1, 2021. The UKVFTA has opened up numerous
opportunities for green trade between Vietnam and the UK. The UK's strong shift towards
a green and sustainable economy, while challenging, also presents significant
opportunities for Vietnamese businesses due to commitments in the UKVFTA, which
eliminate many tariff lines and shift demand towards products that support a greener and
more sustainable economy.
Vietnam is in the process of transforming to fulfill international commitments on
sustainable development, energy conservation, and climate commitments. For businesses,
this is also an opportunity to create environmentally friendly goods and services and adapt
products to increasingly high standards related to environmental protection and climate
change. This includes opportunities for exporting environmentally friendly products made
from natural materials such as bamboo and rattan, as well as insulation products made
from recycled materials, which are in high demand in various industries and services in
the UK.

15
With these factors, it can be asserted that this will be an opportunity for Vietnamese eco
straw businesses to export environmentally friendly products, including organic straws.
In the field of import and export, according to data from the Vietnam Customs, in the first
five months of 2022, the two-way trade turnover between Vietnam and the UK reached
$2.68 billion, equivalent to the same period last year. Of this, exports amounted to $2.38
billion, a slight increase of 0.8% compared to the same period. Imports reached $304.2
million, a decrease of 6.4%. For Vietnam, the UK is currently one of its most important
trade partners and ranks as the 13th largest export market globally and the 5th largest
among European and American countries.
c) Government Tariff Policies
Under the UK-Vietnam Free Trade Agreement (UKVFTA), which came into effect on
May 1, 2021, 65% of tariffs were eliminated immediately, building upon the tariff
reductions achieved under the Vietnam-EU Free Trade Agreement. This level of tariff
elimination is set to increase to 99% over a 6-9 year period. Accordingly, for goods
imported from Vietnam into the United Kingdom, specifically rice straws, the tariff is 0%.
To facilitate trade, the UKVFTA also includes commitments to reduce non-tariff barriers
that unduly restrict trade, enhance transparency, and improve the ability of both Parties to
address non-tariff barriers promptly and effectively.
Commitments in the UKVFTA address intellectual property rights standards and
enforcement measures. Vietnam will join and ensure compliance with the standards for
the protection of copyright and related rights as agreed upon under the WIPO Copyright
Treaty (WCT) and the WIPO Performances and Phonograms Treaty (WPPT) by August
1, 2023. These intellectual property rights provisions help Vietnamese businesses protect
their brands and ideas from competitors in the UK market.
4.2 Challenges
Despite the economic, political, and cultural advantages of the UK market, there are still
significant challenges:
The UK's climate can affect the preservation of vegetable straws
With four distinct seasons, the UK's climate, which is coldest in the North and gradually
warmer towards the South, can impact the storage and quality of organic straw products.
During the summer, the hot weather ensures good quality straw products. However, in
winter, with temperatures as low as -15 to -20 degrees Celsius and low humidity,
vegetable straws become soft when soaked in cold water.
The attitudes of a portion of the UK population
A portion of the UK population is concerned about the high prices of environmentally
friendly products, while others are not very interested in environmental initiatives and do
not trust businesses producing environmentally friendly products.

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According to YouGov survey data, 17% of Britons value sustainability but are heavily
influenced by pricing, with many perceiving eco-friendly products as more expensive,
hindering sustainable shopping's mainstream adoption. Additionally, 28% of Britons are
indifferent to sustainability initiatives, posing a challenge for businesses and
policymakers. Trust in sustainability logos is also low, with only 4% completely trusting
these labels, the lowest in a 17- market survey, while 13% do not trust them at all. Only
21% of Britons are willing to spend more on sustainable products, indicating limited
support for eco-friendly investments.

Figure 3. Sustainability segmentation of UK consumers

In the face of these challenges, Eco Straws needs to develop effective solutions to
improve and preserve its environmentally friendly straw products. The company should
also launch campaigns to change the perceptions and beliefs of a portion of the population
who are still hesitant to use eco-friendly products.

CHAPTER 5: COMPETITORS IN THE TARGET MARKET ANALYSIS

The Cheeky Panda

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Basic information: Founded in 2016 by Julie and Chris, The Cheeky Panda offers
environmentally friendly products primarily made from bamboo, with the motto: "We
want to create a happy, healthy and sustainable world for Leo and for your family too –
we plan on changing the world and want to have fun doing it!"
Products: The Cheeky Panda Bamboo Paper Cocktail Straws, with over 900 purchases per
month on Amazon and 929 positive reviews.
Price: £7.24/box of 250 pieces
Strengths:
 Reputable brand with many sustainable products made from bamboo.
 Products are made from bamboo, are completely biodegradable, and contain no
plastic. The packaging is also made from recyclable cardboard.
 Suitable for both hot and cold drinks, cocktails, etc.
Weaknesses:
 Limited designs, only available in black, lacking aesthetics. Most straws are small,
only half the size of a regular straw, and are only 14cm long, unsuitable for tall
drinks.
 Some users report that the straws break easily during use and become soft when
soaked in water.
 Many of the company's factories are located in China, and the main raw material,
bamboo, is imported from China, which is disliked by many customers.
The Last Straw
Basic information: Established in Bolton in 2018, The Last Straw supplies personalised
and corporate branded plastic-free products to organisations globally.
Products: 100% Biodegradable Paper Drinking Straws, with over 100 purchases per
month on Amazon and 571 positive reviews.
Price: £5.99/box of 150
Strengths:
 The size is just right, suitable for all types of cups, with diverse designs and colors.
 The straws are biodegradable and environmentally friendly.
Weaknesses:
 Paper straws are made from grass, and many customers share negative experiences
with these straws due to the rough feel of the paper when used.
 The straw packaging is rated as easily damaged, difficult to open, and difficult to
store.
Party & Paper Solutions

18
Basic information: Party and Paper Solutions Ltd (PPS) is a dynamic company that
imports, wholesales, and distributes disposable tableware, disposable partyware, and
children's party supplies, including a new eco-friendly biodegradable range, catering
range, and more.
Products: Black Paper Drinking Straws Biodegradable Eco, with over 600 purchases per
month on Amazon and 199 positive reviews.
Price: £6.00/box of 250 pieces
Strengths:
 Straws are easy to store, can be washed and reused, and are rated as having a hard
shell, no odor, and no impact on the drinking experience.
 Paper straws are environmentally friendly and biodegradable.
Weaknesses:
 The production target is to serve children's parties, so it is only suitable for soft
drinks, milk, and does not provide a good experience with other types of drinks.
 The straws are a reasonable size but are aimed at children, and the black color may
not be popular.
 The company has previously produced disposable plastic products before
switching to environmentally friendly paper products, so it may have left a bad
impression on customers.

 Eco Straws’s rice straws maintain the strengths and overcome weaknesses of the
above products, while having a cheaper price. Thus, it can affirm the
competitiveness of Eco Straws’s rice straws in the UK Market.

CHAPTER 6: ADVERTISING
6.1 Target Customer
Realizing the development potential of organic products and the advantage of abundant
rice resources in Vietnam, Eco Straws has launched organic straws to replace disposable
plastic straws. This is considered a green solution for the fast food industry. The straws
are made from rice flour and are absolutely safe for consumers' health.
The main customer groups that Eco Straws targets include:
6.1.1 Wholesalers
Cafes, restaurants, ...
The UK's strong coffee culture has led to an increasing number of cafes and bars every
year. This is the main customer segment that Eco Straws wants to target, specifically due
to:

19
  High demand: Cafes and restaurants need to use straws in large quantities to serve
on-site service and take-away sales. The demand is increasing due to the trend of
"going to coffee shops and eating out" frequently among young people today.
 Affordability: These chains often have their own budget for purchasing supplies,
including straws.
 Regular purchases: Due to the nature of the product, cafes and restaurants need to
regularly purchase straws to meet business operations. This can bring opportunities
for long-term cooperation and ensure a stable source of income for suppliers.
 Brand promotion potential: Cooperating with reputable cafes and restaurants can
help suppliers promote their products to more potential customers.
Some popular cafes and restaurants in the UK include Starbucks (a familiar brand
worldwide, with more than 1,000 stores in the UK that have started offering organic
product categories); Costa Coffee (the second largest coffee chain in the world after
Starbucks and the largest in Europe, managed by Coca-Cola, with more than 2,655 stores
operating in the UK); Pret a Manger (a sandwich chain famous for using fresh and organic
ingredients in its products); ... are all potential partners that Eco Straws is aiming for.
Organic food chains and large supermarkets
Although they do not have the same demand for serving drinks as cafes or restaurant
chains, the number of straws consumed by these stores is quite high. Customers looking
for new, unique and environmentally friendly products will be attracted to organic rice
straws. These chains and supermarkets also regularly serve takeaway drinks at their food
counters.
Some of the target customers that Eco Straws can aim for are: Whole Foods Market (the
world's largest organic food supermarket chain); Waitrose & Partners (a high-end
supermarket chain in the UK, focusing on high-quality and clearly sourced products);
Sainsbury's (although a traditional supermarket, this supermarket chain is also
increasingly expanding its organic and sustainable product portfolio).
6.1.2 Retail
Usually, they will be people who follow a "green lifestyle" and limit single-use plastic
products. Using rice straws will be a solution to the difficulty in cleaning metal straws.
This customer segment is not stable and does not have high demand compared to the
above chains/cafes and restaurants, but in the long run, consumers will form a habit of
sticking with Eco Straws' organic rice straws.
6.2. Marketing Target
 Increase brand awareness.
 Increase deeper awareness of environmental protection and health protection,
completely replacing toxic plastic products.
 Become the leading supplier in the UK for environmentally friendly organic
straws.

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6.3 Distribution Channel
6.3.1 Online
Website
Because the nature of the product is rarely sold directly to consumers, but mainly to
businesses providing food and beverage services, in large quantities such as: coffee shops,
restaurants, large supermarkets, ... so Eco Straws will choose the main sales channel to
sell through its own website established and designed by the business itself.
This sales channel will directly target corporate customers who want to order large
quantities of production (from 1000 - 5000 products) and at the same time can reach retail
customers. Selling through the website helps Eco Straws to directly reach large
customers, collect customer data and can operate 24/7, even though Vietnam and the UK
have a time zone difference.
Eco Straws needs to create a sales website that displays a lot of content, product
descriptions with a reasonable layout.
E – commerce platforms
The target audience for businesses through e-commerce platforms are local small food
store owners and modern consumers who want to buy rice straws. These e-commerce
platforms will be the intermediary distribution channels that help Eco Straws reach a very
large customer base.
Some popular e-commerce platforms in the UK include Amazon, ASOS, eBay, …
6.3.2 Offline
Combine with intermediaries such as organic supermarkets, coffee shops, etc.
Choosing to sell rice straws in supermarkets or coffee shops will help businesses reduce
marketing costs (supermarkets will be responsible for promoting all products delivered by
suppliers), or enhance brand image (because consumers tend to trust products sold at
supermarkets more because they believe that these products have been quality checked by
supermarkets).
In addition, from sales data at supermarkets, Eco Straws can flexibly and quickly expand
or narrow its business operations. If business in that area is not favorable, businesses can
quickly process goods and withdraw from the market without worrying about having to
solve problems such as facilities, vehicles, and excess human resources due to shutdown.
6.4 Marketing campaign
Table 1. Marketing campaign

Touchpoint 1 - Before a Touchpoint 2 - Touchpoint 3 - After

purchase During a purchase a purchase
Purpose Brand awareness Encourage to make Loyalty
a decision
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 Content Highlight the harmful effects Encourage Create customer
of using plastic straws that customers to satisfaction,
are difficult to decompose consider and choose encourage customers
and have negative effects on organic rice straw to return and
the environment, organisms products. recommend products
and people. to others.
Activitie + Share on social networking + Build Chatbot on + Customer care:
s platforms (Facebook, website to support Build a professional
Instagram, Youtube) and customers with customer care
company website. advice and answer system, quickly
+ Collaborate with questions 24/7. resolve arising
influencers: Emma Mills + Organize product problems.
(Deliciously Ella). demos for + Loyalty program:
+ Run Google ads and customers to Implement points,
Facebook ads to reach target experience directly. discounts, and gift
customers. (free) programs to
encourage customers
to return to purchase.
Cost (£) 15,000 8,000 6,000

6.4.1 Touchpoint 1 – Before a purchase

This is the first touch point of customers before they directly contact the business's
services and products and begin the shopping selection process. Businesses need to find
ways for consumers to recognize and find their brand.
Online marketing is a touch point that brings very good results in the customer experience
before shopping. Businesses must ensure that the links in the online marketing template
will direct customers to the correct content about the service and product. Popular
marketing channels that can be mentioned such as: Internet, social networks, websites will
help businesses increase touch points to attract customers.
Businesses plan to reach customers through the following ways:
Organize product communication through articles, reels, short videos through social
networking sites: Youtube, Twitter, Facebook, Instagram ...
The strategy is to build short films to convey the product message to viewers. Each video
will be a story about the causes, consequences, and different measures aimed at the
ultimate goal of raising people's awareness of environmental protection and interest in
products that replace plastic straws. These platforms are where the current young
generation focuses most of their attention and interest. With an average online time of 4
hours/day on social networks and frequent access, this is considered an effective
communication channel for creating an impression in the minds of customers.
Collaborate with influencers: Emma Mills (Deliciously Ella)

22
Ella Mills, also known as Ella Woodward, is a famous food and lifestyle blogger in the
UK. She shares vegetarian, vegan recipes and green living tips on her blog and YouTube
channel. Ella has published many best-selling cookbooks and inspired millions of people
around the world to switch to a healthy and sustainable lifestyle.
Run Google ads and Facebook ads to reach target customers
Running ads on Google and Facebook at the first touchpoint of a customer, before they
make a purchase, has many benefits. First, it helps increase brand and product awareness,
bringing your products closer to your target audience. Second, advertising helps attract
large amounts of traffic to your website or online store, thereby increasing the opportunity
to contact and interact with potential customers. Third, through precise targeting, you can
reach people whose needs and interests match your products, increasing the likelihood of
converting potential customers into actual customers. Finally, advertising also helps you
measure the effectiveness of your marketing campaign specifically, thereby optimizing
your budget and achieving the highest efficiency.
6.4.2 Touchpoint 2 – During a purchase
The next touchpoint often creates a strong and lasting impression on customers. A
positive experience can make a customer decide to buy, while a negative experience can
make them switch to a competitor. Positive interactions during the purchase process help
build trust between customers and businesses. When customers feel supported and
understand the product, they are more likely to trust and choose that business's products.
By providing useful information and answering any questions customers may have,
touchpoints increase the likelihood of customers completing the purchase process. To do
that, Eco Straws suggests the following solution:
Build Chatbot on website to support customers with advice and answer questions 24/7
Chatbots are becoming more and more popular in business, especially in customer care.
They help automate conversations, answer questions and support customers quickly and
effectively.
Organize product demos for customers to experience directly (free)
Businesses can hold product demos at stores, fairs, exhibitions, etc. so that customers can
experience the product directly and have a more objective view when choosing the
product. Eco Straws can also create detailed comparison experiments between rice straws
and other types of organic straws so that customers can make decisions more easily.
6.4.3 Touchpoint 3 – After a purchase
Finally, the post-purchase touchpoint. This is an extremely important stage for businesses
to maintain and strengthen relationships with customers, and at the same time encourage
them to return to purchase in the future. Positive interactions after purchase help
customers feel cared for and appreciated, thereby increasing brand loyalty. In addition,
through these touchpoints, businesses can collect customer feedback to improve products,
services and shopping experiences.
23
Through these touchpoints, businesses can collect customer feedback to improve
products, services and shopping experiences.
Customers Care
To build a professional customer care system, Eco Straws should deploy a 24/7 hotline,
online chat on the website, and a separate email inbox for complaints. All customer
requests will be recorded and classified, then forwarded to the responsible staff for
resolution within 24 hours. Employees are trained in communication skills, problem
solving, and the use of CRM software to manage customer information. In addition, the
company conducts monthly customer surveys to assess satisfaction and continuously
improve services
Loyalty Program
To foster customer loyalty and encourage repeat purchases, implementing a
comprehensive loyalty program is essential. Such a program can include various
incentives like points systems, where customers earn points for every purchase that can be
redeemed for discounts or rewards. Additionally, offering exclusive discounts and special
offers exclusively to loyal customers can make them feel valued and appreciated.
Furthermore, introducing gift programs where customers receive complimentary products
or services upon reaching certain milestones can further incentivize repeat business and
strengthen customer relationships.

CHAPTER 7: BUSINESS PLAN

7.1 Business target
7.1.1 Long – term target
Currently, the trend of sustainable development, focusing on people and the environment,
is a top priority in the United Kingdom. According to population statistics in December
2023, the UK population is approximately 68 million people. Consumers here tend to
prioritize environmentally friendly products that contribute to reducing pollution.
Recognizing this demand, Eco Straws was established, offering organic straws made from
natural materials.
Eco Straws aims to become a reputable, high-quality, and pioneering company in the
production and supply of organic straws, meeting the demand for a green and sustainable
lifestyle among consumers. By 2030, Eco Straws' organic straw products are expected to
have high brand recognition and be distributed in major supermarkets across the United
Kingdom. The company aims to reach 60% of customers using eco-friendly straws and
create a loyal customer base, capturing 5% of the total market share of green consumer
goods in the UK.
7.1.2 Short – term target
In the period from 2024 to 2025, Eco Straws focuses on short-term goals to create
momentum for achieving its long-term objectives, specifically:

24
First, Eco Straws will refine the production process for organic straws to meet
international standards, ensuring the product fully satisfies the strict requirements of the
UK market in terms of quality and sustainability. At the same time, the company will
improve the process to minimize waste in production.
Second, Eco Straws will develop its distribution network in the UK, particularly through
partnerships with major retail chains, retailers, and e-commerce platforms such as
Amazon UK and Tesco. The goal is to bring Eco Straws' products to many potential
customers and quickly build brand awareness.
Third, Eco Straws will invest heavily in marketing activities in the UK market, focusing
on a strategy of building an eco-friendly brand with a commitment to sustainable
development. Promotional activities will be conducted through social media, the
company’s website, and partnerships with media channels to create a positive impression
in the minds of consumers.
Fourth, Eco Straws will enhance its production capacity by expanding factories and
investing in modern technology to increase production output and meet the growing
demand from the export market. At the same time, the company will also plan to expand
into other potential markets within the European region.
In the first 12 months, Eco Straws aims to successfully export and gain recognition in the
UK market, with the goal of becoming one of the leading organic straw brands in the
green consumer goods sector.
7.2 Measures for Implementing the Business Plan
7.2.1 Current Financial Status of Eco Straws
a) Current Financial Status of Eco Straws
 Total Captital: 70 billion VND
 Intitial Capital from Shareholders: 23 billion VND
 Accumulated Internal Capital (as of December 2023): 30 billion VND
 Fixed Assets (Real estate, machinery, equipment, etc): 17 billion VND
b) Capital Mobilization and Utilization Plan for the First Six Months of 2025
 Total Capital Utilized: 20 billion VND
 Company's Own Capital: 5 billion VND
 Funds Raised from Investors: 5 billion VND
 Bank Loan from Techcombank: 10 billion VND at an interest rate of 6.89% per
year. Techcombank is one of Vietnam's leading banks, ensuring easy access to
funds without significant restrictions. The strong, long-term partnership between
EcoStraws and the bank ensures swift loan processing, minimizing delays in the
company's operations.
 Total Investment: This capital will be allocated for production in Vietnam and
product supply to the UK market. EcoStraws has carefully balanced the capital
distribution to meet the standards of Good Agricultural Practices (GAPs) and Good
25
 Manufacturing Practices (GMPs) for exporting to the European market. The
breakdown is as follows:
- Factory Investment: 1.5 billion VND
- Machinery: 500 million VND
- Reserves: 1 billion VND
7.2.2 Human resources
Human resources are a crucial factor in driving a company towards success.
Understanding this, Eco Straws always ensures the rights of its employees and focuses on
the recruitment and training of its workforce. In the long term, the company plans to
gradually restructure its branches and factories to operate more efficiently. To meet the
growing business demands, Eco Straws will need both new and existing personnel, with
the following departments and their respective functions:
(1) Executive Board: Responsible for overseeing the overall operations of production
and business, ensuring that the company’s strategies and goals are successfully
implemented.
(2) Marketing Deparment: In charge of buliding and executing marketing strategies for
the UK market, promoting the Eco Straws brand and its eco – friendly straws.
(3) Finance and Accounting Deparment: Manages capital, conducts accounting tasks,
and ensures that financial resources are used efficiently in the company’s
operations.
(4) Human Resources Department: Oversees all matters related to human resources,
from recruitment and training to employee benefits, ensuring the growth and
retention of a high – quality workforce.
(5) Sales Department: Responsible for selling products, finding new customers,
maintaining relationships with existing clients, and generating revenue and profit
for the company.
(6) Information Technology (IT) Department: Ensures the functionality of the IT
systems, manages the database, and oversees the official website of the Eco Straws
for the UK market. The IT Department also plays a key role in supporting the
software and applications necessary for business operations.
(7) Planning Department: Tasked with developing and executing effective business
plans that help the company achieve its goals.
With this organizational structure, Eco Straws is confident in its ability to grow
sustainably and meet the increasing demands of the international market, especially
during its expansion into the UK.
7.2.3 Facilities
EcoStraws is currently a leading distributor of eco-friendly straws in Vietnam. As it
exports to the UK market, the company ensures product quality by investing in a large-
scale production facility that meets international standards, with a total area of nearly
3,000m2 located Nam Dinh Province.

26
With a special formula and patented international processing procedure, Eco Straws' rice
straws possess exceptional water resistance and a smooth surface. The entire process,
from warehousing, material handling, production, to packaging, is carried out in a closed-
loop system that meets FDA, LFGB, HALAL, ISO22000-2018 standards, ensuring
environmental friendliness.

Modern machinery systems are implemented to boost productivity, reduce the number of
direct labor workers, and optimize production efficiency. The equipment and technology
at EcoStraws have been improved and are operated based on existing facilities, ensuring
the company is well-equipped to meet the growing demands of the international market.
7.3 Summary of the Business Roadmap and Market Entry Plan for UK
Phase 1: Production of Products Complying with Finish Import Standards
Implementation Timeline: 01/07/2024 – 31/08/2024
(The process includes 6 steps as mentioned above in 2.2)
Phase 2: Building the Brand and Sales Websites for the UK Market
Implementation Timeline: From 01/09/2024
Action Plan for Eco Straws:
 Website Design: Utilize professional imagery, SEO-optimized descriptions, and
tailored title content to align with the aesthetic preferences of UK customers.
 Advertising Campaigns: Develop advertising strategies across social media
platforms to enhance brand recognition and attract customers.
 Environmental Focus: Emphasize environmental protection goals, highlighting the
product's origin from Vietnam and commitment to sustainable development.
 Participation in Events: Engage in agricultural exhibitions, trade fairs,
supermarkets, seminars, and green consumer activities in the UK. This will
facilitate learning about business practices and increase brand awareness among
British consumers.
Phase 3: Exporting and Marketing Products in the Finish and UK Markets
Implementation Timeline: 01/10/2024 – 30/06/2025
Export Method and Procedures:
 Eco Straws will lead in producing organic straws, opting for direct export to
eliminate intermediary costs and build long-term relationships with import
partners.
 Both parties will communicate directly to negotiate terms of sale. Negotiations will
occur via correspondence and communication channels such as phone and internet,
facilitating time and cost efficiency.

27
  Before export, Eco Straws and partners in the UK will prepare all necessary legal
documents and sign contracts. The company will purchase cargo insurance, find a
reputable shipping provider, and complete customs procedures to ensure timely
delivery.
Transportation Method:
 Products will be shipped to the UK by sea through the shipping company Maersk.
The first shipment is expected to be exported on 15/10/2024, using 2 containers of
40 feet with a total volume of approximately 67.6 m³, containing 33,000,000
straws.
 After customs clearance, the cargo will be transported from Hai Phong port to
Felixstowe port, with an estimated shipping time of 28 to 30 days. The products
are expected to arrive at Felixstowe on 15/11/2024.
Distribution of Goods Post – Export:
 Upon arrival at Felixstowe port, customs will inspect the goods. If they meet
import conditions, the shipment will be received by Eco Straws's partner on
01/12/2024. The products will be moved to warehouses and distributed to the retail
points in the UK.
 The products will officially be available for sale in the UK starting 01/01/2025.
Eco Straws's representative in the UK will monitor sales performance and
customer feedback during the first half of 2025. All stakeholders will need to
report on business performance at the end of each month for strategic planning in
the following months.
7.4 Key Performance Indicators for Business Effectiveness Evaluation
7.4.1 Projected Revenue of EcoStraws Company from Business Operations in the
UK Market from January 1, 2025 to June 30, 2025
Table 2. Projected Revenue of Eco Straws

No. Product Name Quantity Unit Price Total Amount

(£) (£)
1 Small Size Rice Straw – Φ 4.5 9,000,000 0.01 90,000
2 Medium Size Rice Straw – Φ8 11,000,000 0.015 165,000
3 Large Size Rice Straw – Φ13 13,000,000 0.02 260,000
Total 515,000

7.4.2 Costs Incurred by Eco Straws Company to Implement the Business Plan in the
UK Market from July 1, 2024 to June 30, 2025
Table 3. Costs Incurred by Eco Straws

No. Category Amount (£)

1 Raw Materials and Labor Costs

28
 1.1 Raw Materials 40,000
1.2 Labor Costs 12,000
2 Marketing Costs
2.1 Touchpoint 1 15,000
2.2 Touchpoint 2 8,000
2.3 Touchpoint 3 6,000
3 Bank Interest Expenses 20,000
4 Export Operation Costs
4.1 Transportation, Loading, and Storage 12,000
4.2 Sea Freight Charges 50,000
4.3 Insurance 12,500
5 Warehouse and Other Costs in the UK
5.1 Warehouse Costs in the UK 75,000
5.2 Other Costs in the UK 65,000
Total 315,500

7.4.3 Key Performance Indicators for Business Efficiency

Table 4. Criteria assessing business effiency

No. Particulars Amount (£)

1 Revenue 515,000
2 Costs 315,500
3 Profit Before Tax 200,000
4 Corporate Income Tax (20%) 40,000
5 Profit After Tax 160,000
6 Profit Margin 31.1%

CONCLUSION
Through an in-depth analysis of the UK eco-straw market, along with a thorough
assessment of the potential and challenges of Eco Straws rice straws, this study has come
up with a promising business plan. This plan focuses on tapping into the growing demand
of UK consumers for sustainable, environmentally friendly products, while leveraging
Eco Straws’ competitive advantage in product quality and uniqueness.

29
Eco Straws rice straws are not only an alternative to plastic straws but also a symbol of
green and sustainable living. With natural origin, completely biodegradable and diverse
designs, this product promises to create a new wave of consumption in the UK market. In
addition, cooperation with reputable distribution partners, building strong brands and
implementing creative marketing campaigns will help Eco Straws quickly dominate the
market and achieve sales targets.
However, to succeed in the UK market, Eco Straws also faces a number of challenges
such as competition from similar products, regulatory barriers and quality standards. To
address these issues, Eco Straws needs to continue researching and developing products,
diversifying designs, and strengthening brand promotion activities. In addition, building
an effective distribution system, ensuring stable product quality and providing
professional customer service are also important factors determining the success of the
project.
Exporting rice straws to the UK market not only brings economic benefits to the business
but also contributes to environmental protection and raises public awareness of plastic
pollution. In the future, Eco Straws can expand its market to other European countries and
develop other environmentally friendly products.
In conclusion, with a well-thought-out business strategy, proper investment and constant
efforts, Eco Straws can absolutely become a leading brand in the field of manufacturing
ecological products in the UK and international markets. The success of this project not
only brings profit to the business but also contributes to building a sustainable future for
future generations.

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