COMPANY OVERVIEW
General introduction
Cholimex Food Joint Stock Company was established on April 15, 1981 with the predecessor company being a direct import-export joint-stock company in District 5.
Cholimex Food Joint Stock Company, founded on April 15, 1981, has evolved from a direct import-export joint-stock company in District 5 into a leading producer and distributor of sauces, condiments, and value-added frozen foods With nearly 42 years of experience, Cholimex boasts a diverse product range that caters to both domestic and international markets while adhering to stringent food safety and hygiene standards.
- Become the leading and prestigious food store of consumers in Ho Chi Minh City
- Efforts to diversify civilized and modern retail models
- Strengthen strong ties with users and the community
- Meeting the needs of consumers for clean food
- Bringing customers convenience, safety and added values
- Contributing to improving the quality of life
- Always create and innovate to achieve professionalism and perfection
- All activities are always towards the social community.
Product
Cholimex Food is a trusted name in Vietnam, known not only among professional chefs but also for family meals, thanks to its high-quality products made from natural raw materials and distilled essences of fresh agricultural ingredients Committed to international quality standards such as ISO 9001, ISO 22000, and BRC, Cholimex prioritizes user taste and satisfaction The company continuously invests in research and development to offer a diverse range of spices and sauces that cater to the varied needs of all customers.
Cholimex's products include 2 main lines: frozen products and sauces
Sauces and dipping products, such as chili sauce, ketchup, black sauce, fish sauce, soy sauce, and oyster sauce, offer a wide range of diverse and rich flavors, allowing diners to easily select their favorite options for various dishes For instance, chili sauce provides a unique blend of pungent, sweet, and sour flavors, while soy sauce, often paired with ginger or chili sauce, is a staple in traditional Vietnamese cuisine.
2 a variety of spices, sauces to meet the needs of all customers
Cholimex's products include 2 main lines: frozen products and sauces
Sauces and dipping products such as chili sauce, ketchup, black sauce, fish sauce, soy sauce, and oyster sauce offer a wide range of rich flavors, allowing diners to easily select their favorites for various dishes For instance, chili sauce provides a unique blend of pungent, sweet, and sour flavors, while soy sauce, along with ginger or chili sauce, enhances the taste of traditional Vietnamese noodle soup Additionally, fish sauce comes in various types, including those with 40, 35, and 12 protein content, as well as vegetarian and instant options, catering to all dipping, mixing, and cooking needs for both savory and vegetarian dishes.
Figure 1: Frozen food of Cholimex
SWOT
- The company has created a solid and positive right with lots of experience
- The brand Cholimex has become more and more known Relations with relative foreign partners wide, close relationship and high reliability, reputable in transactions and payments
- Have a good relationship with the authorities and domestic banking
- The company has created a solid and positive right with lots of experience
- The brand Cholimex has become more and more known Relations with relative foreign partners wide, close relationship and high reliability, reputable in transactions and payments
- Have a good relationship with the authorities and domestic banking
- Gain the trust of the two city officials as well as Customs Sub-Departments
- Long-standing customer base and market
- Diverse products can help customers easily choose the right product
- Suitable for Vietnamese taste Because of more than 40 years of operation, Cholimex has carefully researched the taste of Vietnamese people, thereby offering products with suitable flavors
- There is a wide distribution system, helping consumers to easily buy Cholimex Food products anywhere
- The business operation mechanism still has many cumbersome and inflexible procedures to adapt to the market
- The real ability to take initiative in finance is still low, heavily dependent on capital from outside
- There is no dedicated marketing department
- Market research and competitor research have not been paid enough attention
- Buying and selling transactions are often based on loyal customers and long- standing relationships
- The capital is still limited, so it does not meet the investment requirements according to the general development strategy of the company
Accessing high-end market segments can be challenging for brands with a popular image, as this perception is deeply rooted in consumer minds This ingrained association makes it difficult for these brands to reposition themselves and appeal to a more upscale audience.
- The State's economic and financial reform policies to support businesses
The Government consistently implements flexible solutions and policies to bolster the economy, resulting in significant recent impacts Additionally, there has been a reduction in preferential tariffs and import taxes compared to previous years.
- The increasing demand of the people leads to an increase in the consumption of
The Government consistently implements flexible policies and solutions to bolster the economy, yielding significant impacts in recent times Notably, there has been a reduction in preferential tariffs and import taxes compared to previous years.
- The increasing demand of the people leads to an increase in the consumption of the market Consumption of spices increased due to changes in consumer habits
The global financial crisis and economic downturn are significantly impacting international trade, particularly as fluctuations in the USD affect the prices of imported goods These price variations create challenges for both importers and exporters, influencing market stability worldwide.
- The fluctuation of interest rates on bank loans affects the import business of the company
- More and more foreign companies are opening branches in Vietnam, importing and distributing their own goods
The development market for spices is becoming increasingly competitive, with Cholimex Food facing significant pressure from major players like Masan, Knorr, and Nestle Additionally, the rise of smaller domestic businesses intensifies this competition, creating a challenging landscape for Cholimex to navigate.
As health awareness grows and research highlights the risks of excessive salt intake, there is a notable shift towards healthier eating habits characterized by reduced salt and spice consumption This trend presents a significant challenge for Cholimex Food, a brand known for its diverse range of flavorful products, including fish sauce, soy sauce, and chili sauce, which traditionally rely on higher salt content to enhance taste.
ANALYSIS OF BUSINESS ENVIRONMENT
Macroeconomic (PEST)
Political stability in our country fosters a favorable business environment, significantly influencing business performance Each industry is governed by specific regulations and legal frameworks, requiring companies to align their operations with constitutional and legal standards Consequently, any changes in the political landscape can have a profound impact on the retail sector A stable political climate is essential for promoting a conducive atmosphere for business growth.
5 business opportunities for businesses This is the factor that has the strongest impact on business performance Each line of business has its own regulatory and legal
The company must align its operations with the constitution and legal requirements, as this change significantly impacts the retail system's functionality Additionally, political stability is crucial, as it fosters a conducive business environment for the industry.
In response to the lasting impacts of the COVID-19 pandemic since 2019, the Vietnamese Government has implemented stricter social regulations to manage the epidemic Additionally, it has introduced support measures, including tax reductions and extended payment periods, to stimulate economic recovery.
The year 2022 posed significant challenges for Vietnam's economy and society, marked by rapid fluctuations and high volatility Inflation surged, compelling the government to implement tighter monetary policies In response to global inflation pressures, the State Bank of Vietnam adjusted interest rates to align with international trends, ultimately contributing to macroeconomic stability, which is a positive outcome for the year.
Globalization and international economic integration are pivotal trends in modern economic relations, with Vietnam successfully transitioning from a low-income to a middle-income country, solidifying its role in the global economy According to the General Statistics Office, Vietnam's total retail sales of consumer goods and services reached VND 1,924.1 trillion in the first half of 2019, reflecting a 10.1% increase from the previous year, with a price factor increase of 8.4% Furthermore, projections from the Ministry of Industry and Trade estimate that Vietnam's retail market sales will reach $179 billion in 2022, presenting significant business opportunities for investors.
In 2022, Vietnam's economy demonstrated resilience and growth despite numerous challenges, achieving an impressive GDP increase of 8.02% compared to 2021 The country's GDP reached a significant milestone of US$409 billion, as reported by the General Statistics Office Additionally, while many major economies faced double-digit inflation, Vietnam effectively managed to control its inflation rates, showcasing the effectiveness of government policies and business efforts in fostering economic recovery.
Advances in technology bring modern machines and online shopping models The
6 to 2021 According to a report by the General Statistics Office, for the first time, Vietnam's GDP reached US$409 billion Moreover, although in 2022, many major
7 economies still suffer from double-digit inflation, Vietnam still successfully controls inflation (Kinh tế Việt Nam khép lại năm 2022 với nhiều con số ấn tượng, 2022)
Technological advancements have led to the rise of modern machines and online shopping models, significantly altering consumer purchasing behaviors The pandemic accelerated this shift, compelling businesses to adapt their distribution channels, enhance operational efficiency, and meet customer demands, ultimately resulting in increased revenue.
Enterprises enhance labor productivity and reduce workforce costs by investing in automatic machines and equipment, including block shrink film machines, automatic carton packing machines, and freezing machines.
The rising income levels of Vietnamese people have led to stricter food demands and increased purchasing power, creating a significant opportunity for the expansion of the retail business.
Microeconomic
Vietnam is home to over 26 million households, representing a significant market for condiments and sauces To successfully introduce its products into these kitchens, Cholimex Food focuses on appealing to the primary decision-makers in cooking—housewives This target demographic predominantly consists of women aged 25 to 65, making them essential for the brand's marketing strategy.
In addition, Cholimex Food's marketing strategy also targets its target customers, which are fast food brands and restaurants This is also a very large consumer group
Cholimex Food operates in a competitive spice market, facing significant rivalry from major players like Masan, its largest competitor, as both companies strive for dominance in the sauce market To effectively compete, Cholimex Food must enhance its marketing strategy and focus on research initiatives Additionally, domestic brands such as Thanh Trung, Nam Duong, and Ong Tay pose substantial competition, while international giants like Knorr and Nestle are also actively developing their dipping sauce brands, further intensifying the market landscape.
7 share Cholimex Food's marketing strategy needs to pay attention to research measures to compete with Masan Domestic brands such as Thanh Trung, Nam Duong, Ong Tay,
Cholimex Food faces significant competition from both local players and strong international brands like Knorr and Nestlé, which are actively developing their own dipping sauce brands.
After 37 years of establishment and development, Cholimex Food has become a leading manufacturer, processor and distributor of sauces - seasonings - sauces and frozen foods with added value with a diversified product chain, meeting the needs of customers fully meet national and international food safety and hygiene standards, in line with the broad consumer tastes of the domestic and export markets In addition to natural ingredients, refined from fresh agricultural products, Cholimex Food always focuses on the user's taste The enterprise continuously researches and develops a variety of spices, sauces and sauces to meet the needs of all audiences Products meet food hygiene and safety standards such as: ISO 22000, BRC, ASC, KOSHER , granted EU Code DL62, eligible for export to the European Union (EU).
BUSINESS ACTIVITY
Business strategy
Cholimex Food differentiates its marketing strategy through a diverse range of products, focusing on developing various product lines Currently, the company produces and distributes a total of 113 products, with 91 of these falling under the convenient condiment category.
Cholimex Food differentiates its marketing strategy through a diverse range of products, offering a total of 113 items, including 91 condiments and sauces Among these, the company features 22 varieties of chili sauce, 10 types of fish sauce, and 8 types of satay, along with 22 frozen food products To cater to varying customer needs, Cholimex provides its chili sauce in multiple capacities and packaging options, including 270g and 830g bottles, as well as larger 2.1kg and 5kg containers.
Cholimex Food's product packaging has received criticism for its simplicity and lack of visual appeal, with little differentiation between product lines While newer products feature a more modern design, the older lines remain unchanged, which may hinder their market competitiveness.
Cholimex Food is pursuing a dual pricing strategy to strengthen its market position In the segment of Cholimex Food jars, the company offers competitive pricing, often lower than other brands like Chinsu, Maggi, and Knorr This approach allows Cholimex Food to maintain its brand presence in the low-price market effectively.
Cholimex Food is shifting its focus to higher-end segments by offering premium products, which are priced at twice the cost of their low-priced counterparts This strategic expansion includes a diverse range of items such as Ketchup, High Protein Fish Sauce, and Natural Chili Sauce, catering to consumers seeking quality over affordability.
In 2009, Cholimex Food revamped its product distribution model, shifting its target approach Previously, the delivery process involved multiple stages, causing a bottleneck that delayed customer access to products for 1-2 weeks By adopting a distribution system inspired by Unilever's model, Cholimex Food significantly improved its efficiency and responsiveness to customer needs.
Cholimex Food has streamlined its operations by reducing the number of agents to one-third and transitioning to a distributor model, enhancing its distribution system By implementing a uniform pricing policy, Cholimex Food supports lower-tier distributors in managing customer complaints effectively This new approach ensures a more efficient and well-managed product distribution process.
9 of Cholimex Food needs 1-2 weeks to reach the customers After that, Cholimex Food changed its distribution system based on Unilever's model
Cholimex Food has streamlined its operations by reducing the number of agents to one-third and transitioning to a distributor model, enhancing its distribution system By implementing a uniform pricing policy, Cholimex Food supports lower-tier distributors in managing customer complaints effectively This new approach not only improves the efficiency of the product distribution process but also facilitates better management and minimizes cost losses.
In addition, Cholimex Food has a very noticeable bright spot in its distribution strategy, which is penetrating into restaurants and fast food chains - a stable distribution channel with huge consumption power
In general, Cholimex's promotion strategy is quite simple, there are three main forms of promotion strategy: advertising, promotion and public relations
Cholimex's advertising efforts are primarily limited to product display points and marketing booths, with minimal exposure in the press, typically occurring during significant events like new product launches or factory openings Their promotional strategy emphasizes price stabilization and reductions, resulting in infrequent large-scale promotions, which are mostly driven by supermarket chains Additionally, Cholimex engages in public relations activities primarily within the culinary sector, sponsoring cooking competitions and food-related television programs.
Distribution
Cholimex Food has developed a robust distribution network across 63 provinces and cities in Vietnam, utilizing popular channels such as markets, grocery stores, and major supermarkets like Mega, Coopmart, BigC, Aeon, Emart, and Vinmart The brand has successfully expanded its reach to over 30 countries in Asia, Europe, and America, with its value-added processed products featured in renowned global supermarket chains including Marks & Spencer in the UK, Migros and COOP in Switzerland, Auchan and System U in France, Metro and Edeka in Germany, and Trader Joe's in the US.
Cholimex Foods has successfully penetrated the fast food and restaurant market in Vietnam, a feat that competitors have struggled to achieve Fast food companies entering Vietnam must adapt to local eating habits, particularly the preference for chili sauce and ketchup, which are rarely offered in Western markets This has led some brands to seek partners from Malaysia and Indonesia, resulting in higher shipping costs In contrast, Cholimex Foods stands out as the sole domestic supplier of chili and ketchup, partnering with notable chains like Pizza Hut, Popeyes, Jollibee, The Pizza Company, and Subway Leveraging its diverse product offerings, Cholimex tailors its supplies to meet specific needs, such as providing 270g bottles for Pizza Hut's table service and larger bottles for KFC's on-site dining experience.
Figure 4: Cholimex hot chilli sauce
Revenue
In the first half of 2021, Cholimex Food achieved a profit exceeding 95 billion VND, marking a 40% increase compared to the same period last year and fulfilling over half of its annual targets The company reported a revenue growth of 1.233 trillion VND, translating to an average daily profit of about half a billion VND With an annual revenue goal of 2.5 trillion VND and a profit target of 184 billion VND, Cholimex Food has completed 49% and 52% of these objectives, respectively.
Chart 1: Cholimex Food revenue results 2015 - 2021 (source: VnExpress)
Despite the challenges posed by the COVID-19 pandemic, the company has successfully maintained continuous production through the "3 on the spot" approach, engaging approximately 50% of its workforce This strategy has resulted in an output of about 60% compared to the same period last year, generating a revenue of 540 billion VND, which reflects a decrease of around 90% year-on-year Since October 2021, the company has swiftly resumed production and business operations under the "new normal" conditions.
In the challenging landscape of 2021, heavily influenced by the Covid pandemic, Cholimex Food demonstrated resilience by successfully exceeding its production and business goals According to the annual report released on April 15, 2022, the company achieved a total revenue of VND 2.513 trillion, reflecting an 11% increase from 2020 and surpassing its target by 0.5% Additionally, the pre-tax profit rose to VND 232.484 billion, marking a 4.1% increase and reaching 101.1% of the planned figures Notably, in the fourth quarter of 2021, sales revenue alone amounted to VND 735.545 billion.
13 VND 232,484 billion, up 4,1% and reaching 101,1% of the plan In the fourth quarter
14 of 2021 alone, sales revenue reached VND 735,545 billion (Báo cáo Thường niên 2021,
Figure 5: Cholimex revenue and profit in 2021 (source: Cholimex Food's 2021 annual report)
Cholimex Food Company has achieved impressive revenues of VND 2,500 billion, averaging nearly VND 7 billion daily from its diverse product range, including chili sauce, tomato sauce, fish sauce, and soy sauce, marking the seventh consecutive year of growth The domestic market contributes significantly, accounting for nearly 73% of the company's overall structure, while the remaining revenue is generated from exports.
In the first quarter of 2022, Cholimex reported a sales revenue of VND 235.5 billion, marking an 18.76% increase from the same period in the previous year Additionally, profit from sales and service provision rose to VND 170.9 billion, up 17.6%, while net profit from business activities saw a significant growth of 23.77%, reaching VND 24.39 billion This indicates a strong performance compared to the first quarter of 2021.
2022, the company has successfully completed production operations and collected a good level of revenue Total revenue for the first quarter was VND 688,514 billion, up 18,9% (Bảng cân đối kế toán, 2022)
Figure 6: Cholimex business results in the first quarter of 2022 (Source: Cholimex's financial statements for the first quarter of 2022)
In the second quarter of 2022, sales and service revenue reached VND 807.2 billion, reflecting a 24.6% increase compared to the previous year and a 5.93% rise from the prior quarter Profit from these activities rose to VND 215.8 billion, marking a 25.16% growth Additionally, total profit from business operations increased by 9.9%, amounting to VND 68.9 billion, while total revenue for the quarter was VND 1,495.726 billion, up by 21.9%.
Figure 7: Cholimex business results in the second quarter of 2022 (Source: Cholimex's financial statements for the second quarter of 2022)
In the third quarter of 2022, the company's total sales revenue surged to 862.9 billion VND, reflecting a robust growth of over 56.8% year-on-year and a 32.3% increase compared to the previous quarter This impressive performance can be attributed to effective disease control measures and rising market demand By the end of the third quarter, the total revenue for 2022 reached 2,358.704 billion VND, marking a 32.7% increase from the previous year.
In the third quarter of 2022, the company achieved impressive sales revenue of 862.9 billion VND, reflecting its proactive strategies and positive developments during this period.
In 2022, the total revenue reached VND 2,358.704 billion, marking a significant increase of 32.7% compared to the previous year, driven by a 56.8% surge in market demand and a 32.3% growth from the previous quarter Additionally, profits rose from VND 160.8 billion last year to VND 201 billion, reflecting a growth of approximately 25%.
Figure 8: Cholimex business results in the third quarter of 2022 (Source: Cholimex's financial statements for the third quarter of 2022)
BUILDING A SALE PLANS
Build sales goals
The demand for chili sauce is surging, fueled by the rising popularity of Latin American and Pan-Asian cuisines, along with factors like affordability and diverse flavor profiles The Global Chili Sauce Market, valued at USD 4,232.7 Million in 2019, is expected to grow to USD 6,824.7 Million by 2027, with a compound annual growth rate (CAGR) of 6.5% from 2020 to 2027 This market expansion is primarily driven by the increasing consumption of spicy foods and the growing interest in international culinary experiences.
The chili sauce market is experiencing significant growth as consumers increasingly seek new and diverse flavors With the introduction of innovative tastes and spicy sauces, people are eager to experiment, driving demand for unique chili sauce options This evolving consumer palate not only reflects changing preferences but also propels business growth in the food industry.
16 the forecast period, from 2020 to 2027 The growth of the market is driven by the increasing consumption of spicy food and the rising popularity of international cuisines
The evolving preferences of consumers, marked by a growing interest in new flavors and spicy sauces, are significantly driving the chili sauce market This demand for diverse tastes encourages businesses to innovate and expand their flavor offerings Additionally, chili sauce serves as an affordable and accessible way for consumers to enhance their meals, further contributing to the robust growth of the chili sauce industry.
The robust growth of the global chili sauce market can be attributed to the cultural exchange between nations and the increasing number of migrants.
Figure 9: Growth of the world chili sauce market (Global Chili Sauce Market, 2020)
According to the General Statistics Office, Vietnam's total retail sales of consumer goods and services reached an estimated VND 4,643.6 trillion in the first 10 months of 2022, reflecting a significant increase of 20.2% compared to the same period in the previous year.
In 2022, Vietnam's total retail sales of consumer goods and services reached an estimated VND 5,679.9 trillion, reflecting a significant increase of 19.8% compared to the previous year Additionally, retail sales in 2022 rose by 15% compared to 2019, the year prior to the Covid-19 pandemic.
19 epidemic (Ngành bán lẻ khởi sắc trong năm 2022, 2023)
The latest wave of Covid has impacted all cities and regions, with larger urban areas experiencing more severe effects Consequently, the necessity for stockpiling goods is particularly pronounced in rural areas During the initial wave, hoarding of cooking supplies was primarily observed among high-income families, but in the fourth wave, there has been a notable increase in demand for these items across all income groups.
Chili sauce has evolved beyond a standalone condiment to become a popular seasoning for various dishes, leading to a surge in demand in recent years.
Young shoppers are potential customers because they like the convenience that
17 occurred in high-income families In the 4th Covid wave, all income groups showed significant growth in demand for this category
Chili sauce has become increasingly popular not just as a standalone condiment but also as a versatile seasoning for various dishes This growing trend has led to a significant rise in demand for chili sauce in recent years.
Young shoppers represent a significant market for packaged condiments like barbecue sauce, fish stock seasoning, and dipping sauces, as they appreciate the convenience these products offer With the growing trend of home cooking, consumers are increasingly willing to spend more and purchase additional cooking products during each shopping trip, particularly in urban areas.
The number of Cholimex officers and employees as of 2022 is 1980 people
Cholimex, a prominent player in the food industry, seeks to recruit well-qualified and trained employees who can handle work pressure and adapt quickly Additionally, there is a significant demand for unskilled labor, facilitated by its strategic location in Ho Chi Minh City, surrounded by universities and economic hubs The company sources its workforce from internal candidates, local graduates, recruitment websites, and laborers from provinces like Gia Lai and Dak Lak Cholimex has established a standardized recruitment process aimed at selecting candidates with the necessary knowledge, skills, and ethical standards Furthermore, the company prioritizes hiring children of existing employees who meet job qualifications, fostering a culture of trust and job security among its workforce.
Figure 10: Cholimex recruitment poster Production line
Cholimex Food Joint Stock Company has initiated the construction of a new factory in Vinh Loc 2 Industrial Park, Ben Luc, Long An, covering an area of 39,230 m² with an investment of 850 billion VND This facility will enhance production capacity, adding a frozen food processing unit capable of producing 10,000 tons per year, alongside essential infrastructure such as wastewater treatment and storage systems With a remarkable average growth rate exceeding 15% annually, Cholimex aims to establish itself as a leading manufacturer and distributor in Vietnam's sauces, condiments, and frozen food sectors The company is committed to ensuring food safety and hygiene standards while developing a comprehensive supply chain from raw materials to processing, thereby enhancing production capabilities and promoting sustainable growth.
Cholimex Food is a prominent supplier for major retail groups across Europe, North America, and Australia, with its branded products available in over 30 countries worldwide The company specializes in value-added processed products that have successfully penetrated leading supermarket chains, including Marks & Spencer in the UK, Migros and COOP in Switzerland, Auchan and System U in France, Metro and Edeka in Germany, and Trader Joe's in the US.
Australia Currently, Cholimex Food branded products are present in more than 30 countries in Asia, Europe and America with value-added processed products penetrating
Leading supermarket chains around the globe include renowned names such as Marks & Spencer in the UK, Migros and COOP in Switzerland, Auchan and System U in France, as well as Metro and Edeka in Germany, and Trader Joe's in the United States.
Cholimex Food has developed an extensive distribution network across 63 provinces and cities in Vietnam, utilizing popular channels such as markets, grocery stores, and major supermarkets including Mega, Co.op Mart, BigC, Aeon, Emart, and Vinmart.
Execution of sales activities
With revenue target for next 3 months, our team proposes a sales plan as follows: Revenue/Expenses divided for sales force: 25%
Expenses for sales are divided into 2 groups: sales managers, salesperson with ratio 2:8
Expenses for sales management: 19,64 billion x 0.25 x 0.2 = 982 million VND For salesperson: 19,64 billion x 0.25 x 0.8 = 3,928 billion VND
Expenses for salesperson each month: 3,928 billion / 3 = 1,309 billion VND Rental fee for each salesperson is 10 million VND/month
-> Number of salesperson: 1,309 billion / 10 = 131 person
Expenses for salesperson each month: 3,928 billion / 3 = 1,309 billion VND Rental fee for each salesperson is 10 million VND/month
-> Number of salesperson: 1,309 billion / 10 = 131 person
For Ho Chi Minh city, 131 salespeople are required
Cholimexfood recruits employees in various departments and divisions through the company's website system and posting jobs on online recruitment platforms such as: + Cholimexfood.com.vn
Figure 13: Cholimex recruiment announcement (CholimexFood tuyển dụng, 2022)
Figure 14: Cholimex recruiment anouncement on vieclam24 (Tìm việc làm, 2023)
Job positions vary in terms of conditions, requirements, and income Upon submitting a recruitment application, candidates will be contacted by the human resources department to confirm their application and schedule an interview This interview allows both the candidate and the company to learn more about each other, as well as to discuss salary expectations, employee benefits, and company activities.
In order to meet the sales set by the company, we propose to recruit sales staff, product marketing staff and sales managers
- Conditions for sales manager position:
+ Educational Qualification: Graduated with a major in Economics + Experience: 2 years of experience in a similar position or 4 years of experience in a sales position is required
+ Requires communication, negotiation, persuasion and problem solving skills
+ Confident, able to work in a team and independently, with a high sense of responsibility, able to endure high pressure at work
- Conditions for sales staff, marketing staff:
+ Education level: high school graduate ( 12/12)
+ Experience: No experience required (training will be provided by the company)
+ Have good communication skills, priority will be given to those who can
- Conditions for sales staff, marketing staff:
+ Education level: high school graduate ( 12/12)
+ Experience: No experience required (training will be provided by the company)
+ Have good communication skills, priority will be given to those who can speak English
+ Have your own means of transportation to facilitate commuting to work + Preference will be given to candidates with a well-proportioned appearance
+ Able to work under pressure in the work environment
+ Organize orientation classes so that employees can clearly understand the company's mission, activities and products
+ Organize monthly sales training classes for employees (persuasion skills, negotiation skills, soft skills, )
Conduct regular team meetings on a weekly, monthly, and quarterly basis to review results from each phase, identifying strengths, weaknesses, opportunities, and challenges Collaboratively develop solutions and agree on implementation strategies, followed by setting new goals for the next meeting.
+ Open seminars and invite experts to consult and gain more experience for employees at all levels
The following are the policies that the company has put in place to encourage employees to work at the company:
+ Sign up for insurance for each employee during their working time at the company
+ Annual general health check for employees
+ Reward individuals and groups who achieve the set goals
To foster employee solidarity, we organize quarterly team-building activities that strengthen connections among staff Additionally, we host an annual vacation for employees and their families, demonstrating our commitment to their well-being and highlighting the company's care for their lives outside of work.
+ Organizing events on public holidays for employees' children (international children's day 1/6, Mid-Autumn Festival, )
+ Giving to employees who work for more than 6 months 1 month basic salary on holidays
+ Every year, organize a vacation for employees and their families so that they feel that the company cares about the lives of employees
+ Organizing events on public holidays for employees' children (international children's day 1/6, Mid-Autumn Festival, )
+ Giving to employees who work for more than 6 months 1 month basic salary on holidays
+ Annual salary increase policy from 5%-10% depending on the labor market
● Distribution and wholesale and retail markets
Currently, Cholimex Food products are sold by more than 117 distributors, 88,000 stores, 4,000 restaurants and more than 5,000 supermarkets
+ Domestic customers: Big C (Go), Winmart, Co.opMart, Bach Hoa Xanh,
Figure 15: Cholimex product advertise from Bach Hoa Xanh
+ Exclusive distribution links for restaurants such as: Lotteria, Popeyes, The Pizza Company, Pizza Domino, Vietjet Air, (Báo cáo Thường niên
Figure 16: Cholimex exclusive distribution links for restaurants
The chili sauce market is highly competitive, valued at trillions of dong, with numerous brands vying for consumer attention Despite Cholimex's impressive growth and marketing development, consumers often feel overwhelmed by the variety of options, including offerings from both large corporations and small, unbranded producers This confusion makes it challenging for shoppers to choose a chili sauce that is both affordable and safe Cholimex targets family supermarkets and small retailers, promoting its brand with the trusted slogan "The spice of life," which emphasizes love and family bonding, resonating with households across the market.
Cholimex aims to boost interaction and sales of its all-natural fermented spices among restaurants, eateries, and households This marketing strategy has successfully garnered trust from new consumers by catering to the Vietnamese preference for authentic seasonings that evoke a sense of warmth and happiness in their kitchens As a result, Cholimex has effectively captured the hearts of many consumers, solidifying its presence in the market.
Cholimex's main advertising tool is through the FB page and sponsoring food programs
29 completely captured the hearts of so many consumers
Cholimex effectively utilizes its Facebook page and sponsorships of popular food programs to enhance brand interaction and promote its chili sauce A notable example is its sponsorship of the hit show "2 Days 1 Night," which has significantly boosted the visibility and engagement of Cholimex chili sauce By associating with one of the hottest reality shows, Cholimex has solidified its market presence, resulting in high interaction rates for its product The success of this advertising strategy hinges on the audience's understanding and appreciation of the product's flavor, which is critical for brand recognition and growth.
Our team has organized a two-day program in Ho Chi Minh City to educate consumers about the Cholimex chili sauce production process This hands-on experience aims to enhance consumer trust in our product while boosting engagement on social media platforms, particularly Facebook, encouraging participants to share their experiences and follow our latest updates.
- Realistic experience of chili sauce making machine
Figure 17: Cholimex cooperate with TV show
- Thereby consumers can see the chili sauce making process through practical experience and will not need to worry about food safety and hygiene issues
❖ The organization of the program
According to our assessment, the organization of the program will go through 4 stages,
- Thereby consumers can see the chili sauce making process through practical experience and will not need to worry about food safety and hygiene issues
❖ The organization of the program
According to our assessment, the organization of the program will go through 4 stages, including:
- Phase 1 (March 1, 2023): Informing consumers about the event that will take place
- Phase 2 (March 3-7, 2023): Start organizing the events of the organizers and always update the status + status of the event to consumers who want to participate
- Phase 3 (March 9-11, 2023): Organizing a 2-day event for consumers to experience Cholimex chili sauce making machine
During Phase 4, held from March 11-14, 2023, we focused on assessing the effectiveness of our two-day event aimed at boosting audience engagement The primary goal was to enhance interaction with Cholimex chili sauce products, ensuring active participation and monitoring throughout the event.
Informing consumers about th t th t ill t k
Informing consumers about the event that will take place
- Post announcements on social media and websites
- Create Google Form for customers to register
Prepare for the event and update the number of participants
- Contact with the event organization service
- Make a list of the number of participants
Organizing a 2-day event for consumers to experience Cholimex chili sauce making machine
- Introduction of chili sauce making process
- Let customers try the product
- Play games and give gifts to guests
Evaluate the effectiveness through 2 days of event
- The amount of interaction on social networks
EVALUATE
At the end of this sales plan, we will evaluate to see the advantages and disadvantages From there, overcome to learn from experience
- The evaluation process is as follows:
- Check out your competitors' new moves
- Check brand reach through adware
- Check the clicks of each post for analysis
An increase in new customers
In summary, our team's report highlights the importance of analyzing various factors to develop an effective sales plan for a business It is essential to understand the products being sold in both domestic and international markets while assessing the current market conditions.
An increase in new customers vii
In conclusion, our team discovered that developing an effective sales plan requires thorough analysis of various factors, including understanding products for both domestic and international markets, assessing current market conditions, and evaluating competitors' strategies such as marketing, pricing, promotions, and distribution channels By carefully selecting and filtering potential distribution channels, businesses can create a well-structured sales plan aimed at achieving their objectives.
(2020, November 3) From Global Chili Sauce Market: https://growthmarketreports.com/report/chili-sauce-market-global-industry-analysis
(2021, September 22) From Tương ớt Cholimex mỗi ngày lãi bình quân n a t ử ỷ đồng: https://vnexpress net/tuong-ot-cholimex-moi-ngay-lai-binh-quan-nua-ty-dong- vii viii
(2020, November 3) From Global Chili Sauce Market: https://growthmarketreports.com/report/chili-sauce-market-global-industry-analysis
(2021, September 22) From Tương ớt Cholimex mỗi ngày lãi bình quân n a t ử ỷ đồng: https://vnexpress.net/tuong-ot-cholimex-moi-ngay-lai-binh-quan-nua-ty-dong- 4360166.html
(2021, December 25) From Toàn c nh th ả ị trườ ng bán l Việt Nam & Xu hướng tiêu dùng ẻ 2022: https://mobiwork.vn/toan-canh-thi-truong-ban-le-viet-nam-xu-huong-tieu-dung- 2022/
(2022, December 29) From B c tranh kinh t Vi t Nam 2022: https://www.qdnd.vn/kinh- ứ ế ệ te/cac-van-de/buc-tranh-kinh-te-viet-nam-nam-2022-su-phuc-hoi-manh-me-715234
I don't know!
Công ty thực phẩm Cholimex hiện đang đạt doanh thu bình quân 7 tỷ đồng mỗi ngày từ việc sản xuất và phân phối tương ớt Đây là một trong những thương hiệu nổi tiếng tại Việt Nam, được người tiêu dùng ưa chuộng nhờ vào chất lượng sản phẩm và sự đa dạng trong các loại gia vị Cholimex không chỉ cung cấp tương ớt mà còn nhiều sản phẩm khác, góp phần vào sự phát triển của ngành thực phẩm trong nước.
(2022, November 12) From Ngành bán l sáng c ẻ ửa tăng trưở ng cu ối năm: https://kinhtedothi.vn/nganh-ban-le-sang-cua-tang-truong-cuoi-nam.html
Cholimex Food đã khởi công xây dựng nhà máy 4 ha tại Khu Công nghiệp Vĩnh Lộc 2, Bến Lức, Long An, với tổng vốn đầu tư 850 tỷ đồng Nhà máy sẽ có công suất chế biến thực phẩm đông lạnh lên đến 10.000 tấn/năm, cùng với các công trình phụ trợ như khu xử lý nước thải và hệ thống kho hàng Cholimex Food đang hướng tới mục tiêu trở thành nhà sản xuất hàng đầu Việt Nam trong ngành gia vị và thực phẩm đông lạnh, với tiêu chuẩn an toàn thực phẩm quốc tế như ISO 9001:2015 và HACCP Dự kiến, doanh thu của công ty sẽ vượt 3.000 tỷ đồng vào cuối năm 2022, đồng thời sản phẩm của Cholimex đã có mặt tại hơn 30 quốc gia trên thế giới.
(2022) From Thông tin doanh nghi p: https://vnr500.com.vn/Thong-tin-doanh- ệ nghiep/CONG-TY-CP-THUC-PHAM-CHOLIMEX-Chart 1512-
2019.html#:~:text=Cholimex%20Food%20%C4%91%C3%A3%20thi%E1%BA%BFt
%20l%E1%BA%ADp,Aeon%2C%20Emart%2C%20Vinmart%2C%E2%80%A6
(2022) From BÁO CÁO TÀI CHÍNH QUÝ III NĂM 2022: https://cholimexfood.com.vn/bao- cao-tai-chinh-quy-iii-nam-2022/
(2022) From CholimexFood tuy n d ng: https://cholimexfood.com.vn/tin-tuc/tuyen-dung/ ể ụ
(2023, January 4) From Ngành bán l kh i s ẻ ở ắc trong năm 2022: https://baophapluat.vn/nganh-ban-le-khoi-sac-trong-nam-2022-post463774.html
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(2022) Bản cân đối k toán ế TP.HCM: Công ty c ph n Th c ph m Cholimex ổ ầ ự ẩ
(2022) Bảng cân đối k toán ế TP.HCM: Công ty c ph n Th c ph m Cholimex ổ ầ ự ẩ
(2021) Báo cáo Thường niên 2021 TP.HCM: Công ty c ph n Th c ph m Cholimex ổ ầ ự ẩ
(2022) Báo cáo Thường niên 2021 TP.HCM: Công ty c ph n Th c ph m Cholimex ổ ầ ự ẩ
SWOT CHOLIMEX (2014, March 21) From https://prezi.com/boqei4fywiws/phan-tich-ma- tran-swot-cua-cong-ty-co-phan-thuc-pham-cholime/