BÀ CỨ LÀM NHỮNG PHẦM VÀNG TRƯỚC NHA VÀ MỖI CÁI MỤC MỘT CÁI
SLIDE RIÊNG NHÉ , LÀM CANVA CHIA SẺ LINK NHA CÓ GÌ VÔ TUI TỰ THÊM
VÔ SAU VÀO SLIDE . SỢ BÀ KH HIỂU Á. CÁM ƠN BÀ
III. MICROENVIRONMENT
3.1. THE COMPANY
Vinamilk Company, the highest body is the shareholders' meeting and they will
decide all issues of the company from electing the board of directors, deciding on the
capital structure or managing the company's production and business.
Vinamilk's corporate management agency is the board of directors, who will be the
one to decide and handle all issues on their behalf. Customer management departments such
as sales, human resources, marketing, etc. also contribute to operating and developing the
company.
3.2. CUSTOMER
Vinamilk Company includes 2 main customer markets: consumer market (individual
consumption, households, existing groups, personal services) and reseller market
(supermarkets, purchasing agents, profitable sales service).
Consumer Market
People's living standards are increasing, health issues are becoming more and more
concerned. Therefore, awareness about nutritional products is increased. Vinamilk has tapped
into customer psychology by launching high-quality yogurt products, liquid milk (organic
milk, A2 milk), milks with plant-based ingredients (walnut milk, bean milk, almond milk).
multiplication,..) with increasing usage and popularity.
Reseller market
Distributors, supermarkets, exclusive agents, wholesale and retail agents play an
important role in bringing Vinamilk products closer to end customers. The company focuses
on supporting policies and developing relationships with agents and close friends.
Domestically, Vinamilk has many brands competing for distribution points, creating
distribution strategies and each affiliate relationship is a factor that helps Vinamilk develop
more and more.
3.3. COMPETITOR
As one of the leading companies in liquid milk in Vietnam, Vinamilk also faces fierce
competition from domestic and foreign brands such as TH True Milk, Abbott, Nutifood and
many other companies. The company still maintains steady growth, accounting for more than
50% of the dairy industry, followed by foreign brands such as Abbott, Nestle... Finally, small
and medium-sized companies such as Ba Vi and Nutifood.
Despite its success in the field of liquid milk, Vinamilk still identifies a strong
competitor in the domestic market, Dutch Lady. Strong competitiveness with more than 4
product lines such as condensed milk, powdered milk, yogurt and liquid milk.
Table 1: Competitors share similar products
Product line Main competitor
Fresh milk and yogurt , Nutifood, Hanoi Milk,
Lothamilk and Dutch Lady.
Powdered milk , Mead Johnson, Abbott ,Enfa, Dutch Lady
Eating yogurt Dutch Lady, Nestle
Coffee Nestle, Trung Nguyên
Condensed milk Dutch Lady, Nestle
3.4. SUPPLIERS
Vinamilk specializes in providing high-quality raw materials including imported
raw materials, raw materials provided from livestock farms and dairy farms and
domestically raised dairy cows.
The company always focuses on consumer safety when choosing raw materials
from countries with developed agriculture to ensure hygiene and safety, and product quality
meets international standards.
Vinamilk ensures safety when choosing suppliers of main raw materials from Europe, the
United States and New Zealand.
Table 2: Source of imported raw materials
Supplier Name Products provided
Fonterra (SEA) Pte Ltd Raw milk powder
Hoogwegt International
Raw milk powder
BV
Perstima Binh Duong Cans
Tetra Pak Indochina Paper packaging and packaging machines
3.5. PUBLICS
Vinamilk is the company most trusted and used by consumers in Vietnam through
awards and votes, continuously maintaining the first position in the list of top 10 milk brands
and products loved by consumers. selected domestically, with the CRP (Customer Reach
Point) index completely surpassing other competing brands.
Figure 1: " Brand Footprint" Report 2022
Two other brands, Susu and Probi, are emerging in the yogurt industry, one of
Vinamilk's key products. In 2022, Vinamilk holds the No. 2 ranking in the "Top 100 most
valuable brands in Vietnam". Vinamilk has 5 brands in the top 10 most chosen milk and dairy
product brands.With effective activities to serve customers better and better, consumers are
increasingly choosing and trusting the brand.
3.6. MARKETING INTERMEDIARIES
Currently, Vinamilk's domestic distribution system is very wide. There are more than
430 chain stores of "Vietnamese Dairy Dream" and more than 251,000 retail locations,
convenience stores and supermarkets nationwide. Therefore, Vinamilk's marketing
intermediaries have a nationwide distribution system, with many different distribution
channels including: distributors, business organizations such as supermarkets, agents,
convenience stores, Retailers.
Supermarkets and convenience stores: Vinamilk is present in many large supermarkets such
as Big C, Co.opmart, Lotte Mart, Aeon, and convenience stores. This helps Vinamilk
products easily reach consumers. when going shopping every day.
Vinmart and Vinmart+ chain stores: Vinmart and Vinmart+ are store chains belonging
to Vingroup, providing a variety of products, including Vinamilk products. Vinmart and
Vinmart+ have wide coverage across major cities and developed areas of Vietnam.
Agents and distributors: Vinamilk has a network of agents and distributors stretching
from North to South in many provinces and rural areas. Thanks to them, Vinamilk's products
can reach many areas, both in the city and in the countryside.
SWOT
6.1. STRENGTH
High brand power
Vinamilk was established and developed for more than 40 years and is the largest
fresh milk brand in Vietnam and the 6th largest in the world. Not only are they deeply trusted
by domestic users, they are also exported to the most demanding foreign markets.
• Occupies the majority of Vietnam's milk market share: 45% of liquid milk market
share, 85% of condensed milk and yogurt market share.
• Irreplaceable products associated with generations of Vietnamese people: Ong Tho
condensed milk, Sao Phuong Nam, Dielac, Yogurt, Fresh milk.
Therefore, the company has the ability to set selling prices in the domestic market. From
1995 to 2009, VNM was voted by consumers as one of the <Top 10 Premium Vietnamese
Products>.
High quality production process.
The company applies European production technology that meets international
standards such as ISO 50001:2011 and HACCP.
Machinery and equipment are imported directly from European countries such as
Italy, Switzerland, and Germany to ensure product quality and fast production speed.
Vinamilk is also currently the only manufacturer in Vietnam to successfully apply
Niro spray drying technology imported from Denmark.
Diverse product portfolio
Diversity: Thanks to product diversity, Vinamilk reaches many different segments. In
addition to traditional fresh milk, Vinamilk also has other products such as condensed milk,
nut milk, yogurt, etc. Helping customers have many choices to suit their needs.
Diverse designs and packaging: Vinamilk specializes in beautiful design and
packaging, suitable for all types of products. Each product has many variations in packaging,
size, design such as canned milk, small bottles, large milk cartons and special designs
specific to each product line.
Figure 2:Vinamilk’s diverse product
Effective Marketing Strategy
For a large company with a long history like Vinamilk, their advertising, public
relations, and marketing plans are very methodical, professional and humane, gently touching
the hearts of users.
The Hero - Hub - Help (3H) model is a successful advertising model of Vinamilk that
has promoted the creation of attractive and useful content, creating a positive influence on the
identified target customer profile. from the beginning.
Taking advantage of diverse advertising channels (TV, radio, television, social
networks...) has helped Vinamilk reach a large number of customers.
Figure 3: Vinamilk’s three successful strategies
Strong financial resources.
In a highly competitive market where many businesses have difficulty due to loan
interest rates, VNM has a quite safe capital structure and good financial autonomy.
In addition, the indirect acquisition of Moc Chau will also help improve and expand
the company's financial capital.
Large distribution network.
In 2016, Vinamilk's business covered 54 countries and regions, and it is actively
exploring potential new markets in Asia. Sales activities cover 63 provinces and cities,
product distribution channels are diversified, and brand influence and assets continue to
increase.
Vinamilk's domestic distribution system currently includes 430 "Vietnam Dairy
Dream" chain stores and nearly 251,000 retail stores as well as supermarkets and
convenience stores nationwide to help deliver Vinamilk products to customers. Convenient
and fast for consumers.
6.2. WEAKNESSES
Not yet independent of raw material sources.
Domestic raw material sources can only meet a small part, about 30%, while most of
the remaining 70% must be imported from countries such as New Zealand, America, Europe
and Japan.
This dependence on supply will affect Vinamilk's production and business activities,
because we will have to face impacts from the external business environment, as well as
difficult factors such as inflation. economic boom or crisis.
The market share of milk powder is not high.
A report shows that Vinamilk only accounts for 16% of the market share in
Vietnam, while imported milk accounts for 65% and Dutch Lady accounts for 20% of the
powdered milk market share. As demand increases, competition becomes increasingly
fierce from many domestic and foreign brands such as the US, UK, etc. Vinamilk's position
is declining and is no longer the same as before
6.3. OPPORTUNITIES
Government support
Currently, the Government has also supported and reduced the burden on dairy
businesses in Vietnam with many preferential policies for companies. Promulgate support
policies to reduce production costs for businesses; import tax on dairy ingredients from
abroad into Vietnam is committed to be lower than WTO regulations.
The number of potential customers is high and there is great demand.
Increasing demand Vietnam is a country with a rich and potential number of customers
that Vinamilk can take advantage of. As the age of development progresses, the demand for
milk is increasing because people care more about their health.
Good price.
While imported milk is often expensive, Vinamilk's milk price is moderate and stable.
Reasonable prices can be an opportunity for brands to affirm their quality and reach a diverse
range of consumers.
6.4. THREATS
Strong competitors appear.
The growth of new milk brands and imported milk is increasing.Competitors such as
TH True Milk, Nestlé, Dutch Lady, Abbott and other foreign brands are creating strong
competitive pressure on the industry.
Potential risks include reducing the variety of dairy products, difficulty retaining
customers, and losing market share in the dairy market to competitors.
Input raw material sources are unstable.
Even though it has a dairy farm that meets international standards, Vinamilk still has
to depend on imported raw materials.
In addition, because livestock farming does not bring much profit, farmers tend to
change jobs. Putting great pressure on VNM, the brand began to avoid dependence on
imported raw materials from abroad and focus on develop domestic raw material sources.
