Phân tích chiến lược kinh doanh của vinamilk e

+ Production and sales of bread, soy milk, milk, soft drinks, fusion, powdered milk, nutritious powder and other dairy products.. Milk and dairy products were closer to the people, if be

Phân tích Chiến lược kinh doanh của Vinamilk

Business strategy of Vinamilk

TABLE OF CONTENT

TABLE OF CONTENT 1

INTRODUCTION 3

RESEARCH OF CONTENT 4

1 Overview of the company Vinamilk 4

1.2 Vision - mission - the core values of the company 4

1.3 Our Business 4

1.4 Objectives of the company 5

2 Analysis of PEST model 5

2.1 Macro environment national and global 5

2.2 Policy on import and export of milk and taxes 6

2.2.1 Import and export policies 6

2.2.2 On the tax policy 7

2.2.3 The habits of people drinking milk 7

2.2.4 Analysis of the Dairy Sector 8

3 Analysis of internal business environment 8

4 The matrix SWOT of Vinamilk 9

4.1 The Strengths (S) 9

4.2 The Weaknesses (W) 10

4.3 The opportunities (O) 10

4.4 The risk(T) 10

5 Recommendations for enterprises 11

CONCLUSION 15

Never build strategic issues become important and are interested in business today In the context of the economic downturn, with a series of large losses when businesses grow into new industries, build strategic issues and implement strategies that consistently shows the importance vital to business

The loss of many large enterprises, state corporations to expand their business outside the main business areas without strategy or develop a strategy not all of them suffer from elementary mistakes building strategy: vision, mission unclear, there is no strategic priority, not focusing build core competence,etc,

The process of strategy formulation nothing too new Develop strategy begins with identifying the basic information of the statement strategy: vision, mission, core competencies, competitive advantage and competitive range

Awareness of the strategy and the importance of it not true that the situation is quite common in the business community in Vietnam The success and rapid growth

of a number of businesses as well as for business owners become subjective However, when the game entered the larger, more numerous opponents, thinking how simple it will be difficult to take effect, if not that will be very dangerous

A wrong move can lead to lose the game A wrong strategy can make a strong enterprises fall into difficult circumstances, even on the brink of bankruptcy Everyone understands, the right direction is more important than going fast Unfortunately, many businesses have yet Vietnam satisfactory attention to the issue of strategic development of the company, so the goal of sustainable development is still far from the target

RESEARCH OF CONTENT

1 Overview of the company Vinamilk

Vinamilk is the abbreviation of Vietnam dairy company, was founded on the decision No 155 / 2003QD-BCN on 10, 2003 of the Ministry of Industry of the State enterprise transforming Vietnam Dairy Company became Vietnam dairy products Joint Stock Company Business license registration: First number 4103001932 by Department of Planning and Investment of Ho Chi Minh City on November 20, 2003 The 8th number: 0300588569 granted October 12, 2009

- Transactions under English name is: VIETNAM DAIRY PRODUCTS JOINT STOCK COMPANY

- Ticker (Hose): VNM

- Head office: No 36-38 Ngo Duc Ke Street, District 1, Ho Chi Minh City

- Transaction Office: No 148-186-188 Nguyen Dinh Chieu Street, District 3,

Ho Chi Minh City

- Website: www.vinamilk.com.vn

1.2 Vision - mission - the core values of the company

- Visibility: Vinamilk concentrate all resources to become dairy and food company with healthy and rapid growth, Vietnam's most sustainable building strategies by product lines have competitive advantages long term

- Mission: Vinamilk constantly diversifying product lines, expanding the distribution territory in order to maintain a sustainable leading position on the domestic market and maximize the benefits of the company's shareholders Vinamilk would like to become the most popular in all regions and territories

- So, Vinamilk mind that quality, creativity is a companion of the company and see customer centric and committed to meeting the needs of customers

- Quality Policy: "Always satisfied and responsibly with customers by diversifying products and services, quality assurance, food safety with competitive prices, respect ethics and comply with the law now

1.3 Our Business

+ Production and sales of bread, soy milk, milk, soft drinks, fusion, powdered milk, nutritious powder and other dairy products

+ Food business technology, equipment, accessories, supplies and chemicals (excluding hazardous chemicals strong) and raw

+ Business houses, brokerage and leasing of real estate

+ Business Warehouse parking and business automobile transportation, loading and unloading of goods;

+ Production purchase wine, beer, beverage, food processing, drinking tea, roasted coffee - filter milling - soluble

+ Manufacture and sale of packaging, printed on the packaging

+ Production sale of plastic products

1.4 Objectives of the company

Constantly developing production activities, trade and services in the areas of business activity in order to maximize profits can get the company to shareholders, enhance the value of the company and not constantly improve and raise the living standards, working conditions and incomes for workers, and fulfill their obligations to the State budget Besides, the company mounted processing industry with raw material in order to increase the independence of the materials in the present and future

2 Analysis of PEST model

2.1 Macro environment national and global

The world economy in general and Vietnam in particular economy in 2015 remains the difficult aftermath of the global economic downturn However, the Vietnamese government has been lifted effective policy to curb inflation and recession put our country's GDP growth + 5.2% inflation at 6.88%

Economic development of the people's life is increasingly raised Milk consumption needs of the people of Vietnam stability, draw current average consumption is 14liters/person/year, lower than Thailand (23 liters / person / year) and China (25 liters/person/year) Milk and dairy products were closer to the people, if before the 90s only 1- 2 manufacturers, distribution of milk, condensed milk and mostly milk powder (imported), the current market Vietnam Dairy has 20 local firms and many companies distributing milk to split a potential market Whole milk

consumption Vietnam continued to increase sharply at 15-20% per year, according to forecasts by 2015 the consumption of milk in the market will continue to double and double in 2025 Moreover, Vietnam has a young population structure (children account for 36% of the population) and population growth rate of 1%/year Per capita income increased by 6%/year This is the potential of, and opportunities for Vietnam's dairy industry developed steadily

2.2 Policy on import and export of milk and taxes

2.2.1 Import and export policies

State policy on milk export in the past years have not been developed to promote domestic milk Over the past year the price of milk powder on the world market increased 2 times and fluctuating The milk processing companies like Vinamilk, Dutchlady majority are more concerned about developing local sources of raw milk Yet still nothing sure the program increase their domestic milk for the next year

Large population, high birth rates, economic growth steady, gradual improvement of income, living standards increasing health problems increasingly are concerned, with a natural environment incentives , the policy of state support to encourage farming and dairy processing The operational policies of the government

in health care fight malnutrition milk used to encourage people to improve body, mind, bones for everyone, especially children and the elderly Drinking campaigns, distribution of free milk of dairy companies all contribute to a potential market for Vietnam's dairy industry

The report summarizes the Vietnam market of a multinational dairy company stated: Vietnam's GDP increased by about 8% / year and malnutrition rates remain about 20% Playground dairy businesses located in shopping possibilities growing consumer with national budgets for prevention strategies to reduce the percentage of malnourished children 15 and under 20% in the 10 years Cattle policies being promoted promotes raw material for dairy companies in the country instead of imports, to increase competitiveness

Besides, Vietnam joined the WTO a great opportunity for Vietnam dairy market entry and learning world experience in livestock processing and management,etc, To complement create quality dairy products better and cheaper

prices Thereby we also see the threat to Vietnam's dairy industry to integrate the world trade organization WTO will make the small dairy factory in the south will not

be competitive with the dairy group growth in the world as Mead Johnson, Abbott

Moreover we do not have a model livestock management effectively Our source material is missing a lot of force we always import raw materials from abroad,

is going to make the price of milk increased us of not using good, effective these precious resources our nature has bestowed Foreign students psychology of consumers Vietnam is very high (70% of consumers)

2.2.2 On the tax policy

According to WTO commitments, export taxes scoop powdered milk to 2012 was 25%, but far lower import tariffs are more committed to enabling products imported powdered milk more competitive Easy with domestic products Import taxes are also lower raw material with WTO commitments Currently, Vietnam still has to import 70% of raw materials for the production of milk powder due to domestic supply can not meet demand

2.2.3 The habits of people drinking milk

Vietnam is not a country with a tradition of milk production, so the majority of people do not have the habit of consuming milk Children breastfed phase body with digestive enzymes milk sugar (lactose) When stop breastfeeding, if not followed, the body milk lose their ability to produce this enzyme Meanwhile undigested milk sugar cause temporary diarrhea phenomenon after drinking milk So many adults can not drink milk (yogurt does not happen this phenomenon, since most milk sugar converted into lactic acid) Class for children to drink milk regularly from small, to help maintain the digestive enzymes produced milk sugar, to avoid diarrhea phenomenon mentioned above Moreover compared to other food and income of the majority of families in Vietnam (especially in rural areas), the price of dairy products in Vietnam

is still quite high And in many other countries, with high income levels, the milk becomes an indispensable thing in the daily menu) Countries with good economic conditions are building school milk program, which provides free or very low cost for children in kindergarten and elementary school students This will not only help children develop physically, and help the children have a habit of milk consumption when they grow up

2.2.4 Analysis of the Dairy Sector

After the melamine milk in China, neighboring countries and some powdered milk products have a lower protein content on the package continues to be detected in

2009 helped boost consumer switch to products of reputed brands Vinamilk determine this is a big challenge but also a great opportunity like no other that the company must grasp in order to develop and expand their business production

The dairy industry is one of the sectors with high stability, less affected by economic cycles the statistics showed that the world economic crisis in the last 2 years not affect milk consumed in Vietnam Total revenue in 2009 was over 18,500 billion, up 14% compared to 2008 The market has four major product lines: milk powder, liquid milk, condensed milk, yoghurt Premium market segment is mainly in the hands of foreign firms to import milk product line,etc, consumers mainly concentrated in large cities

3 Analysis of internal business environment

Vinamilk is the leading enterprises in Vietnam to produce milk and dairy products Currently, approximately 39% occupied Vinamilk national market share Currently the company has over 240 distributors on product distribution system with over 140,000 points Vinamilk and sales on a national system Sales across all systems

in supermarkets nationwide

Industry-leading support and build good: Since starting operations in 1976, Vinamilk has built a strong brand for dairy products in Vietnam market Vinamilk brand used since the company established new start and is now a brand of milk was widely known in Vietnam Vinamilk has dominant market position by focusing on advertising, marketing and continuous product innovation and quality assurance With

a long history in the market with Vietnam, we have the ability to identify and understand trends and consumer tastes, which helps us to focus development efforts to determine the product characteristics Reviewed by consumers For example, the deep understanding and his efforts helped Vinamilk Kid's product line we become one of the best selling dairy products for the market segment of children from 6 to 12 years in Vietnam in 2007 Product portfolio of the company is very diverse to meet the increasing demands of consumers The company has four major brands but mainly to

be Vinamilk and Dielac, brand new brand Vfresh is very potential List midwife milk products are:

- Liquid milk:

+ Water for domestic milk: fresh milk, UHT milk Flex

+ Liquid milk for children: Kid Milk UHT

- To fix:

+ Yogurt Drink

+ Yoghurt

+ Probi live yeast Yogurt

- Milk:

+ Milk powder for pregnant women and breastfeeding: Dielac Mama

+ Milk for Children: Dielac Alpha Step 1, Step 2 Dielac Alpha, Dielac Alpha

123, Alpha 456 Dielac

+ Milk for children anorexia and malnutrition: Dielac Pedia

+ Adult Milk: Calcium Vinamilk, Dielac Sure, Dielac Diecerna

+ Alpha flour snack Ridielac

- Sweetened condensed milk:

+ Condensed milk he expectancy

+ Condensed milk Southern Stars

There are also products such as ice cream, cheese, coffee and milk and juice Vfresh

Process technology: use of production technology and modern packaging plant

at all, to import technology from European countries such as Germany, Italy and Switzerland to apply to the production line As the only company in Vietnam possesses mechanical systems used by Niro spray drying technology of Denmark, the world leader in industrial drying technology, production Companies such as Dutch Lady (a subsidiary of Friesland Foods), Nestle and New Zealand Milk also use this technology and manufacturing processes In addition, the company also uses the production line with international standards by Tetra Pak to supply the milk and products of added value otherwise

4 The matrix SWOT of Vinamilk

4.1 The Strengths (S)

- Scale Business is leading Vietnam's dairy market

- Brand Vinamilk brand is familiar and trusted person in Vietnam 34 years

- Distribution network expansion across the country and continuously expanded over the years to help bring products quickly to the company's consumers

- Product quality is good and consumers love

- Chain mills are arranged along Vietnam reduce transport costs, is invested modern machinery, upgraded and expanded each year, the international standard guarantee

- Long-term relationships with suppliers at home and abroad to help companies source supplies reasonable and stable prices Currently, the company is purchasing 60% of fresh milk produced in Vietnam

- Leadership experienced business round tomato fields produce milk internal governance system transparent and specific procedures closely The sense of self changes to improve quality of activities across levels from management to employees

4.2 The Weaknesses (W)

- Repair the weak marketing should not create effective messages to promote the consumption ngguoi company's strengths The Company products are 70-99% of fresh milk without promoting velvet voice that difference

- The company has a variety of products for different subjects but packing products yet to make a difference to help customers get the fastest electric

- Purchasing underutilized raw material supplies from farmers

- Investment company in dairy plants in Danang ineffective

- Export markets are limited and unstable

4.3 The opportunities (O)

- Regulatory certain price when purchasing milk

- There are more concentrated material resources, reduce the cost of importing raw materials through development policy inherited the dairy from the government

- Develop and strengthen consumption is the new range of stylish designs and quality

- The income of people has increased, demand and higher product they are interested in many health-care products more

4.4 The risk(T)