Untitled Group 3 MKT1709 Group Assignment Marketing Principles (MKT101) 0 0 ACECOOK VIETNAM Group assignment MKT101 Group 3 1 Lê Việt Hà HS163422 Lecturer Trịnh Trọng Hùng 2 Nguyễn Thị Ánh Nguyệt HS16[.]
Trang 1Group 3 MKT1709 Group Assignment
Marketing Principles (MKT101)
Trang 2
ACECOOK VIETNAM
Group assignment - MKT101
Group 3: 1 Lê Việt Hà - HS163422 Lecturer: Trịnh Trọng Hùng
2 Nguyễn Thị Ánh Nguyệt - HS163364
3 Nguyễn Hoàng Yến - HS163372
4 Phạm Thị Ngọc - HS160842
5 Triệu Thị Thanh Xuân - HS163503
6 Đinh Minh Chiến - HE140704
Trang 3Table of contents
3 Company description, mission, vision, focus 3
4 Situation analysis
b Product/service SWOT analysis 5
5 Marketing analysis
a Market and target customer 10
b Differential/competitive advantage 12
d Overall marketing strategy (the sales plan) 13
i Product strategy and Description 13
iv Place/distribution strategy 14
Trang 42 Executive summary
Analysis report on Acecook Vietnam
The opening is the description, mission, focus, structure of Acecook Vietnam
company; The company was established in 1993, As a long-standing enterprise, Acecook Vietnam has created a strong name and position for its products in the market, instant noodle products have become familiar to customers with Vietnamese consumers
The second part includes the company's SWOT analysis and SWOT analysis of products/services, competitive analysis and company customer analysis
The third part is the analysis of the company's marketing, it includes the market and target customer, the company's competitive advantage over the competition, and its marketing objectives And finally, the overall marketing strategy or sales plan It includes product description strategies, pricing strategies, advertising strategies, and location/distribution strategies
3 Company description, mission, vision, focus
❖ Introduction
- Acecook Vietnam Joint Stock Company was founded on December 15, 1993, and has been operative since 1995 Over the years, the manufacturer has developed to become a significant general company Leading with a powerful market position in Vietnam, specializing in high-quality, nutrient-dense quick foods
- Acecook Vietnam has built a world of culinary culture with convenient foods,
delicious quality, food safety, and hygiene, and brought rich experiences to
consumers in Vietnam and around the world since its inception, with the spirit of regularly creating and challenging new things to make products that bring joy to customers on the basis of "Japanese technology, Vietnamese taste."
- With the goal of becoming a number one food corporation not only in Vietnam but also reaching bent on the entire world, Acecook Vietnam is committed within the future to continue researching and bringing to the market diverse products with, higher quality, more delicious, creating a culinary culture to satisfy the increasing culinary needs of shoppers and contribute to the event of the food industry in
Vietnam
- The head office is located at Lot II-3, Road 11, Tan Binh Industrial Park, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City Acecook Vietnam now, after 20 years of establishment, has owned 06 production factories, 700 agents spread across the country, accounting for 60% of the domestic instant noodles market share
Trang 5❖ History of formation and development process
• In 1993, Vifon Acecook Joint Venture was established – the predecessor of
Acecook company
• In 1995, the company announced and distributed the first product in Ho Chi Minh City The first product is high-class instant noodles and pho, produced to serve the southern market
• In 1996, Acecook Vietnam Corporation entered the US export market and
established a new branch in Can Tho, responsible for sales to all provinces in the Mekong Delta
• By 1999, Acecook Vietnam achieved the title of high quality Vietnamese goods At the same time, won gold, silver and bronze medals in the Vietnam industrial goods fair
• In 2000, Hao Hao noodle product was introduced to the market and quickly
achieved a breakthrough
• In 2003, Acecook Vietnam group completed the system stretching from North to South, providing more value to the community
• In 2004, the company officially changed its name to Acecook Vietnam Co., Ltd and moved the factory to Tan Binh Industrial Park
• In 2008, it officially changed its name to Acecook Vietnam Joint Stock Company At the same time, officially became a member of the world MAL association
• By 2010, the company was honored to receive the First Class Labor Medal
• Since then, Acecook Vietnam has constantly developed and provided many quality and safe products for all consumers
❖ Vision
To become a leading manufacturer of foodstuffs in Vietnam whose management
capacity is commensurate with globalization
❖ Mission
● Satisfy consumers' demands
● Bring happy life and sustainable growth to employees
● Attain a strong position and supports in over the world
Based on this mission, Acecook Vietnam always puts the top priority on product quality, while supporting the communication of correct and scientific information about instant noodle products to create safety and peace of mind for customer In recent years, Acecook Vietnam has focused on products for health, both to meet the new needs of consumers and to increase the value of instant noodles
❖ Focus
Trang 6Bringing happiness to everyone through deliciousness, peace of mind and
satisfaction is our mission This is the guiding guideline for the whole process of creating products at Acecook: selecting the freshest ingredients, keeping strict quality control standards and constantly researching to create unique flavors – novelty - full of Vietnamese taste
4 Situational analysis
a SWOT analysis of the company
- Strengths:
● Diversify products, have differences between products, have a
combination of tradition and modernity
● Modern technology, advanced production line
● Having strong financial potential and being invested by foreign
companies, the company has strong competitiveness in the market, creating a well-known brand name for a long time
● Product flavor is suitable for Vietnamese cuisine
● Have a good relationship with the media
- Weakness:
● The product has no difference from the general market
● The advertising strategy is not really attractive and has not yet made a special mark in the subconscious of consumers
● Haven't made a stand out in the high-end market share
- Opportunities:
● The market for instant noodles is growing well
● Great market potential
● Has a wide distribution channel
● Consumers are increasingly concerned about the quality of products and above all, their own health
● The sophistication of customers' needs is increasing, they need
something new, strange, and aesthetic
- Threats :
● The economy is still in crisis
● Many strong competitors
● The price of input materials increased sharply
b SWOT analysis of Hao Hao Noodles:
- Strengths:
● Has wide coverage, is well known and popular for many years
● Is a convenient product, international quality (manufactured according
to Japanese technology)
● In particular, the flavor of Hao Hao noodles with sour and spicy shrimp
is suitable for Vietnamese taste and is loved so the consumption of noodles is very large
● There are attractive promotions, prices suitable for everyone's income
Trang 7● High foreign investment capital, strong operation.
● Bank credit rating is quite high
- Weakness:
● In general, there is no obvious innovation in the product compared to other similar product lines currently available on the instant noodle market
● If aiming for low-priced instant noodles, Hao Hao noodles are still considered to have higher prices
● But compared to instant noodles in the high-priced segment, Hao Hao
in general has a design that is not really eye-catching, and there is little change in packaging over the years in the market
● Hao Hao's advertising has not been invested heavily
● The nutritional value of the product is not high
- Opportunities:
● Hao Hao chooses very wide distribution channels (distributed in the form of groceries everywhere, easy to reach consumers, or distributed
to large and small supermarkets in residential areas or urban / city) great
● The Vietnamese market in the instant noodle industry has grown year
by year very well, the consumption volume and consumer demand are increasing day by day
● Potential market attracts companies to enter the market
● Consumers are increasingly concerned about product quality and above all, their own health
- Threats :
● Vietnam joins the world economic organizations, this means that the tax rate will be reduced, consumer tastes will be affected by imported instant noodles
● Competitors regularly launch new ads that catch up with trends and hit the target customers with the same segment
● The competition is fiercer than ever because there are so many rival companies appearing in the market
● Faced with counterfeit products that affect the product's brand image
c Competitive analysis
- Domestic market :
- Compare products with other competitors:
Trang 8❖ Strengths of brands
● Acecook :
+ Acecook has a diverse and rich set of products, meeting the current
consumption needs of consumers
+ Short, easy-to-remember trademarks "Good", impressing consumers
+ Japanese standard instant noodle products, international standard control process Each product is tested according to international standard food safety and hygiene procedures before being packaged to consumers
+ The taste of Hao Hao noodles with sour and spicy shrimp is suitable for the taste of Vietnamese people, and is loved, so the consumption of noodles is very large
● Omachi noodles (Massan company)
+ High price group (5000-6000vnd) high-priced instant noodle products are gradually occupying an important position in the entire instant noodle market + Omachi is a strong brand in the instant noodle market in Vietnam With new Japanese technology (processing noodles from potatoes), especially has left
an impression in the hearts of Vietnamese consumers with the message
"delicious without fear of heat" On the other hand, Omachi invests a lot in advertising , beautiful packaging, diverse products, dense distribution
channels in stores, supermarkets
+ So even though Omachi's price is higher than the price of Hao Hao noodles, when the product was first launched on the market, Omachi already had a large number of customers
+ Extensive distribution and agent system: Currently, Omachi products are distributed together with Chinsu products' system
● 3 Mien noodles (Product of UNIBEN company)
+ The company has a product strategy with 3 goals of diversifying products, providing high quality products to serve consumers with reasonable prices with the income of Vietnamese consumers
+ Each type of product has an eye-catching and easy-to-recognize label and packaging, and a variety of products
+ The packaging design and brand are bold with tradition and familiar taste + “3 Mien Noodles” is recognized by many users as having brought the taste of Vietnamese cuisine into them to create values that are loved by many users love it and want to stick with it for a long time
+ Dense distribution channels in stores and supermarkets
❖ Weakness :
● Acecook :
- In general, there is no obvious innovation in the product compared to other similar product lines currently available on the instant noodle market
- Compared to instant noodles in the high-priced segment, Hao Hao generally
Trang 9has an eye-catching design, and there is little change in packaging over the years in the market, in addition, Hao Hao's advertising has not been invested heavily
● Omachi Noodles:
- Causing some skepticism among consumers when it announced that omachi noodles were made from potato fibers, but the company itself did not disclose the percentage of potatoes in 1 cup of noodles This can be called an act of quizzing customers
- Omachi noodles are more expensive than Hao Hao, the market is not as open
as Hao Hao noodles (rural areas and students are not the target customers of Omachi)
- Omachi's promotion strategy "not afraid of heat" is almost only initially trusted
by customers because many customers commented that eating omachi noodles is still hot, and do not believe in using Omachi anymore Right after Omachi's message, Hao Hao gave birth to Hao Hao green beans with added green bean essence, nutritious and not afraid of heat
● 3 Mien noodles :
- The company's new products priced at the same price as Massan's Omachi are considered by consumers as superior products compared to other types
of noodles, while UNIBEN's noodles are viewed by people as an average product that has a high level of quality, expensive
- The popularity of the product is high but the market share is still insignificant compared to other players in the instant noodle market
- Company potential :
❖ Strength :
● Acecook :
- Large consumer market
- Good quality inspection system, product promotion and product distribution
- Professional sales team
- Acecook Vietnam continues to be listed in the top 1 "The most chosen instant noodle manufacturer" in Vietnam
- Acecook Vietnam currently has nearly 6,000 employees, working in two office groups and office manufacturing The company has 06 branches and 11 factories all over Vietnam Every year, the company serves nearly 3 billion instant noodle products and exports Vietnamese-flavored products such as noodles, vermicelli, pho, instant noodles to more than 35 countries worldwide, contributing to the development of the country's culinary culture
● Omachi Noodles:
- Strong and reputable brand in the market, holding a high market share across the country Having clear goals and orientations, owning 3 leading food brands in Vietnam
Trang 10- Diversifying product categories
- Net the company's distribution network is very strong, including: 5 distribution centers around the country, with 162 exclusive distributors and 1,628
professional sales staff at 164,000 points of sale nationwide
- The management team is trained, highly qualified, experienced with the executive board who have worked in multinational companies
● 3 Mien noodles:
- Thanks to comprehensive investment to improve the quality and quality of products, Uniben's brands always "keep their style" when pioneering 3 Mien noodles with a rich juice package; added meat is one of the brands been chosen by Vietnamese consumers to buy a lot continuously from 2015 to now with a market share of over 27.5%
- Has clear goals and orientations, ranks in the top of fast-moving consumer goods
- With 28 years of experience in the noodle industry For more than 10 years in the condiments and beverage industry, the goal of becoming an enterprise leading the trend of products that are beneficial to consumers' health has been and is being supported by Uniben - a well-trained and qualified
management team High level of expertise, experience with the management board who have worked in multinational companies
- Owns a cooperative distribution system of over 250 agents, 1,000
supermarkets and 150,000 stores nationwide
❖ Weakness :
● Acecook :
- Inventory control activities are not tight
- Personnel are not highly qualified Difficulty in debt recovery
- Market segmentation of dealers is unclear
- Unstable distribution system, channel members still contradictory
- The policies for members in the distribution channel are not attractive
● Omachi Noodles:
- The source of input materials is unstable, depending on a number of domestic and foreign raw material suppliers
- Business is on the rise, so Massan does not fully focus on instant noodles products
- Difficult to compete brand name with instant noodles products at established companies Information about product quality from world advertising Public presentation goes against the actual quality, causing loss of consumer
confidence
● 3 Mien Noodles: