Principles of marketing MARKETING STATEGY OF VINAMILK’S YOGURT PRODUCTS

VietNam National University Ho Chi Minh City UNIVERSITY OF ECONOMICS AND LAW FINALASSIGNMENT Principles of Marketing MARKETING STATEGY OF VINAMILK’S YOGURT PRODUCTS Instructor: Ph.D Phung Thanh Binh Student: Lương Doanh Chính – K204161986 Cao Minh Thơng – K20416 2001 Lê Vĩnh Nguyên – K20416 1993 Nguyễn Hoàng Minh Nhật – K204161996 Trầm Việt Tường Vy – K204162010 Ho Chi Minh City, Nov - 20 TIEU LUAN MOI download : skknchat@gmail.com Contents INTRODUCTION VINAMILK INTRODUCTION 1.1 The company 1.2 Company history and yohurt product develop 1.3 Achivements and Awards 1.4 Message of Vinamilk THE MARKETING ENVIRONMENT 2.1 The microenvironment 2.2 The macroenvironment 2.3 Evaluation: SWOT 3.1 Strengths 3.2 Weaknesses 3.3 Opportunities 3.4 Threats S-T-P STRATEGY 4.1 Segmentation 4.2 Targeting 4.3 Positioning VINAMILK'S 4P STRATEGY 5.1 Product strategy 5.2 Pricing strategy 5.3 Distribution strategy 5.4 Promotion strategy OVERVIEW OF THE COMPANY: REFERENCES TIEU LUAN MOI download : skknchat@gmail.com INTRODUCTION Why choosing the topic: Milk is a nutritional supplement that is almost indispensable in every family Milk provides nutrients and energy suitable for almost all ages, all stages of human development from infants, children, adolescents to the elderly can be used Nowaday in Vietnam, most families also use yogurt, fermented milk daily in life to replace meals when needed or supplement with digestive enzymes Vietnam's dairy market is increasingly competitive with domestic enterprises Therefore, in order for dairy businesses to be able to stand firm in the current dairy market, they must clearly define their goals and directions, map out a reasonable path and allocate resources in an optimal way to ensure achieve the goal Through the process of researching businesses, we learned that Vinamilk is the leading dairy company in Vietnam, so the company has to face the fiercest competition in the dairy industry in general between domestic and international competitors Firstly, to answer the question of how they have used campaigns and strategies to reach markets and consumers so that they can thrive and sustainably in the face of such pressures Secondly, because Vinamilk's products are very diverse, we decided to choose one product branch for research, which is yogurt Summarizing the above factors, we have chosen the topic "Marketing Strategy of VINAMILK's Yogurt Products" Research objective: Analysis of factors affecting the development environment of Vinamilk Understand the Marketing strategy and factors affecting the yogurt product strategy of Vinamilk Proposal to develop yogurt products of Vinamilk company TIEU LUAN MOI download : skknchat@gmail.com VINAMILK INTRODUCTION VINAMILK is a leading nutrition group in Vietnam, has been operating and developing for more than 40 years, present in more than 30 countries and achieving 18.000.000 consumed products/day Despite being present in the Vietnamese market for a long time, Vinamilk's position in country's dairy industry has not been defeated The Vietnam Dairy Products Joint Stock company is currently supplying more than 200 dairy products and products and is divided into groups of core dairy products such as liquid milk and powdered milk, fresh milk and condensed milk to value-added dairy products such as, yogurt drink and spoon, ice cream, cheese and healthy drinks Despite being affected by COVID-19 in 2020, Vinamilk has updated its business strategy and continues to provide high-quality and innovative products to consumers In 2020, Vinamilk's consolidated net revenue and profit after tax were VND 59,723 billion and VND 11,236 billion, respectively, up 6% and 6.5% compared to 2019 Total revenue of Vietnam Dairy Products JSC from 2013 to 2020 TIEU LUAN MOI download : skknchat@gmail.com (Source: statista.com) 1.1 The company Vietnam Dairy Products Joint Stock Company was established on Decision No 155/2003 QD-BCN dated October 10 In 2003, the company was transformed into Vietnam Dairy Products Joint Stock Company with business registration certificate number 4103001932 was issued by the Department of Planning and Invested Before December 1, 2003, the Company was a State-owned enterprise under the Ministry of Industry Company name Vietnam Dairy Products Joint Stock Company Abbreviations Vinamilk Stocks VNM Logo Slogan “ Vuon cao Viet Nam” Authorized capital 20.899.554.450.000 đồng Address 10 Tan Trao, Tan Phu, District 7, HCMC Phone number (84-28) 54 155 555 Fax (84-28) 54 161 226 Email vinamilk@vinamilk.com.vn Website www.vinamilk.com.vn www.youtube.com/user/Vinamilk 1.2 Company history and yohurt product develop 1.2.1 History TIEU LUAN MOI download : skknchat@gmail.com The company was established in 1976 as the state-owned Southern CoffeeDairy Company Below are Vinamilk's development stages in the equitization period: 2003: The Company was formally transformed into a joint-stock company in November, and renamed as Vietnam Dairy Products Joint Stock Company (Vinamilk), to reflect its change in legal status (Vinamilk, 2014) 2010, Expanded to New Zealand and more than 20 other countries 2016, With USDA United States- standard Vinamilk Organic Fresh Milk, we are paving the path for the high-end organic food market in Vietnam Angkormilk Dairy Factory in Cambodia is the first dairy factory in a foreign country 2017, The first European standard 100 percent Organic Fresh Milk produced was launched in Vietnam 2018, Vinamilk was the first company in Vietnam to introduce 100 percent A2 Fresh Milk 2019, Inaugurated Vinamilk Tay Ninh dairy cow “Resort”, and officially confirmed to own the Global G.A.P Standard Farm System Asia's largest in terms of number of farms 1.2.2 Yohurt product history and develop In 1993, Vinamilk officially launched the first yoghurt that was industrially produced in Vietnam In 1993, Vinamilk's yogurt production capacity was 6000 jars/hour and 120,000 jars/day In 2013, Vinamilk produced 6.5 million jars of yoghurt every day Nowaday, Vinamilk has 11 yogurt production facilities.Types of yogurt: eatable yogurt, pasteurized, fermented, fresh drinking yogurt and fruit yogurt Classified clearly as yogurt for families, children, woman,… TIEU LUAN MOI download : skknchat@gmail.com 1.3 Achivements and Awards 2012 - 2020, Vietnam value (Ministry of Industry and Trade) 2013 - 2020, 50 Best listed businesses in VIETNAM (Forbes magazine) and Top 500 biggest private enterprises in VIETNAM (Joint Stock Company Assessment Report VN) 2016 - 2020, 50 most valuable brands in Vietnam (Forbes magazine) and Top 10 suitainable businesses in 2016 (VCCI) 1.4 Message of Vinamilk Vision “Becoming Vietnam's top symbol of faith in nutrition and health products that benefit human life.” Mission “Vinamilk is committed to providing the community with top quality and highquality nutrition with its own respect, love, and responsibility for human life and society.” TIEU LUAN MOI download : skknchat@gmail.com Core values Integrity: Integrity, honesty in conduct and in all transactions Respectability: Respect yourself, respect colleagues, respect the company, respect partners, respect cooperation Equity: Employees, customers, suppliers, and other stakeholders must all be treated fairly Morality: Respect established moral norms and act morally Retainer: Comply with the law, the Code of conduct and the company's regulations, policies and regulations Business philosophy Vinamilk aspires to be a popular product in all regions and countries Therefore, we keep in mind that Vinamilk's companions are quality and inventiveness Customers are at the heart of Vinamilk's business, and the company is dedicated to serving all of their demands THE MARKETING ENVIRONMENT 2.1 The microenvironment 2.1.1 Public o Local public and government public The business’s face in the eyes of the community and government has impacted the ability of the organization to achieve its goals Being trusted by a local community will help the company's sales increase with more people buying products, the company's reputation is enhanced when accompanying the government to participate in community development projects Although still affected by the COVID-19 pandemic, Vinamilk has launched lots of campaigns that show its responsibility to the community It has demonstrated Vinamilk's position and long-term vision on its development path By the end of 2020, some campaigns such as: TIEU LUAN MOI download : skknchat@gmail.com Vinamilk has accompanied the Government in the fight against Covid-19 and supported the front-line forces with a total donation of nearly VND 40 billion 1.7 million glasses of milk were brought to 19,000 disadvantaged children nationwide by Vinamilk and the ‘Stall Tall Vietnam’ Milk Fund with the message "For the children’s health and safety - preventing Covid-19" Vinamilk & the ‘One Million Trees for Vietnam’ Fund have completed the set target with 1,121,000 trees planted These actions make a great impression on the community As they stay home, care more about their health during the pandemic It promotes an increase in people’s demand for healthy products from Vinamilk o Internal public Under the common challenging conditions, Vinamilk has strived to well in protecting the health and wellbeing of the entire staff, by giving pandemic prevention regulations and guidance, building a safe working environment and offering the Company's nutritional products to enhance the immunity of employees The company has also ensured income and welfare for employees by maintaining the normal salaries, working hours and benefits even during working-from-home periods under social distancing With these efforts, Vinamilk continued to be voted as the best to work in Vietnam for the third consecutive year and recorded an employee satisfaction index of over 90% When employees feel good about their company , this positive attitude will move to the external customers ' company 2.1.2 Customer Most of Vinamilk's products are healthy, so Vinamilk's customers are also very diverse Special customer groups such as hospitals, restaurants, hotels and companies; the school group, in particular, is focused on and has grown TIEU LUAN MOI download : skknchat@gmail.com Vietnam Dairy Products Joint Stock Company Vinamilk announced the consolidated financial statements of the third quarter of 2019 with both revenue and profit targets growing with a net profit of nearly 8,380 billion dong in the first months of the year, fulfilling 80% of the year plan According to data from Kantar Worldpanel, in Q2 - 2019, milk and dairy products continue to be the leading FMCG market with impressive growth Besides, the export segment also grew thanks to the expansion of ASEAN In September 2019, Vinamilk also officially exported to the potential market of China and received many positive feedbacks 3.2 Weaknesses o Unable to control over raw materials Although the input supply is strictly managed, the company has signed many contracts with large cattle farms, the milk output can be up to 170,000 tons/day However, in terms of the market's demand for fresh milk, domestic milk production only meets about 30% Therefore, it is necessary for Vinamilk to promote and expand the scale of livestock production 3.3 Opportunities o The supply of raw materials is being supported by the government, imported materials have a reduced tax rate The Vietnamese yogurt market currently has many brands, including brands from abroad, because Therefore, to encourage domestic enterprises to develop, the Government has introduced many preferential policies and reduced import tax on raw materials o High potential customers and high demand According to the General Statistics of Vietnam, the population of Vietnam in 2020 is estimated at 97.58 million people, the birth rate is 11.4/1000 people With such a population structure, we can predict that the demand for the product will be larger and higher 19 TIEU LUAN MOI download : skknchat@gmail.com o Yogurt products for all ages Yogurt is a nutritious food providing protein and many nutrients to consumers at all life stages Turn yogurt into a high-quality protein source containing essential amino acids needed for the various stages of growth and development as well as cell repair throughout life Yogurt has healthful attributes including nutrients and digestibility and is available in a wide range of options to meet the needs of all ages and stages, from children to teenagers, adults and adults elderly 3.4 Threats o Market entry of many strong competitors o The first challenge to mention is the increasingly fierce competition with domestic and international dairy brands Vietnamese consumers have more and more choices of dairy products when big brands such as Zeus Greek, Dalat Milk, LiF, TH True Milk, Emmi Dutch Lady o Pandemic covid has been stretched from Vietnam to the world COVID-19 has caused unprecedented difficulties to the economy and the dairy industry is no exception Milk is an essential food in the basket of goods of Vietnamese consumers, however, the dairy industry has grown by negative 6% in 2020 when the whole country has 32.1 million people negatively affected by the COVID-19 epidemic- 19 and the average income of workers decreased by 2.3% compared to 2019 Input costs related to key ingredients such as milk powder and sugar increased significantly since the end of 2020 which affected the results business of the enterprise S-T-P STRATEGY 4.1 Segmentation 4.1.1 Demographic 20 TIEU LUAN MOI download : skknchat@gmail.com o Age: Vinamilk's yogurt lines are suitable for all ages Because this is a nutritious product The products have many different flavors, with sugar content to suit the needs of each person Market segment by age Children Adults Elder o Income: Market segment by income Low income (Less than They rarely care about nutritional million/month): Middle income (5 million – 15 supplements They are interested in cheap and good million/ month): High income (Over 15 million/ quality products They care more about product quality and month): 4.1.2 Geographic brand, less about price Based on population density and product consumption, it is divided into urban and rural areas 21 TIEU LUAN MOI download : skknchat@gmail.com o Rural areas: Accounting for 65.6% of the population (2019) Most are moderate to low income, with little interest in nutritional supplements Few distribution centers such as convenience stores, supermarkets, … o Urban areas: Accounting for 34.4% of the population (2019) and it’s tending increase With high population density, people's income is stable There is a need for nutritional products Products are easily accessible to consumers because there are many convenience stores, supermarkets, 4.1.3 Consumer behavior Based on health status, we can be divided into groups: normal people, obese people, and people with rickets, malnutrition Each group has a different buying behavior Normal people: Take up a large percentage With diverse needs, they can use almost any product Obese people: Currently, obesity rates are increasing This group of people will focus on low-sugar, low-calorie products People with rickets, malnutrition: Common in children, especially in mountainous and rural areas, this object also accounts for a large proportion 4.2 Targeting Although Vinamilk has exported yogurt products to many countries around the world, it still focuses and develops strongly in Vietnam because of its affordable prices An obvious example is that at present, Vinamilk has occupied 85% of the yoghurt market share of the whole country Currently, Vinamilk's yogurt products are most consumed in big cities such as Ho Chi Minh City, Hanoi, etc., where there are crowded residents In Ho 22 TIEU LUAN MOI download : skknchat@gmail.com Chi Minh City, there are 110 stores and Hanoi has 117 stores Up to now, Vinamilk has 212,000 retail points and 575 direct distribution stores Vinamilk's products are also present in nearly 1,500 large and small supermarkets and nearly 600 convenience stores nationwide Vinamilk yogurt focuses mainly on children and young people But recently Vinamilk has also launched nutritional products for older people Vinamilk is using differentiated marketing They are increasingly diversifying their products to suit a variety of customer segments 4.3 Positioning Each company and business positions its products differently from competitors to focus and lead in that market Vinamilk is no exception, regarding its yogurt line, the business has also positioned its edible yogurt line in accordance with the criteria of Vietnamese people to not only earn maximum profit in the company but also bring great value to their customers o Positioning according to price strategy: Source: Armstrong, G., & Kotler, P (2017) Principles of marketing Upper Saddle River, NJ: Pearson Education, Inc There are many ways to position products your in the market, for example, if you raise the price, the product quality will be better or the best quality, the best price, the prestigious most product, 23 TIEU LUAN MOI download : skknchat@gmail.com etc., but for the line Vinamilk yogurt, the company has positioned this product to be changed so that the quality becomes better, but the price remains unchanged for a long time to attract the attention of consumers, besides, to encourage Vietnamese people to use Vietnamese goods when there are more and more competitors – that is the strategy of “the same for less” o Positioning according to the characteristics of the product: Vinamilk has determined its yogurt to be a high-quality product containing many nutrients, especially Vinamilk also launched many lines of yogurt with different flavors to suit all audiences and all ages Eg: Low-sugar, sugar-free yogurt: for those on a diet or people with diabetes Fruit yoghurt, aloe vera, strawberry, for those who not like to eat traditional flavors but want to enjoy yogurt with different fruit flavors VINAMILK'S 4P STRATEGY 5.1 Product strategy The slogan: "Let the whole day be full of life with nutrients from nature" on Vinamilk's website reflects all the values that this business wants to bring Vinamilk always wants to bring to its customers a low-quality dairy product with a full range of vitamins and minerals, promising to satisfy the consumer psychology of any customer segment from children to teenagers , youth, middle-aged to even the elderly Therefore, in recent years, Vinamilk has always promoted the expansion of the portfolio of yogurt products as well as the production of this type of product About product packaging: Edible yogurt is packed in PP, PS plastic boxes, pasteurized through high temperature, stickers on the box have many eye-catching colors, showing full information about the brand name, product type, manufacture date expiry date; The main color is usually green, which is a symbol of nature, 24 TIEU LUAN MOI download : skknchat@gmail.com grassland, and nutrition, creating a feeling of closeness for customers In particular, the center of the Vinamilk logo is the letter "V" and the letter "M" is stylized with the meaning: "M" is Milk (milk), "V" is Victory (victory, victory) More specifically, through each period, or an upcoming holiday, Vinamilk always "changes new clothes" for its Vinamilk yogurt products to impress customers Packaging: 400g for yogurt in plastic containers To bring the best experience to consumers Currently, Vinamilk has launched types of Vinamilk yogurt products with different characteristics suitable for different customer groups: Vinamilk white yogurt (with sugar, low sugar, no sugar): Produced by natural fermentation technology with Calcium and vitamin D3 for strong bones Usually, for the family, this is easy to eat and good for the digestive system as well as health from small to adult In addition, those who like to eat sweets can choose unsweetened milk, while those who are in a weight loss regime or have diabetes can choose low or no sugar Vinamilk fruit yogurt (aloe vera, pineapple, pomegranate, strawberry, fruit): with the slogan "beautiful skin, beautiful shape" for women due to the addition of more types of fruit or the target group of customers who like it Eat yogurt with different fruit flavors rather than traditional white yogurt flavors In addition, now, to expand the strategy of Vinamilk eating yogurt products, the company also launched many other types of milk products to give people more choices, such as Vinamilk Probeauty yogurt, Vinamilk Love Yogurt, Vinamilk Proby, Vinamilk SuSu, Vinamilk Love Yogurt: made with premium ingredients: crispy walnuts, soft nuggets, fragrant sticky rice, and premium pearls, Yogurt eat Vinamilk Susu: with the slogan "delicious mam, bright eyes" for babies aged months and up, 25 TIEU LUAN MOI download : skknchat@gmail.com 5.2 Pricing strategy With the "low cost" strategy, Vinamilk tries to cut possible costs, restructure its brands, and exercise control over retail points so that sales not depend on wholesalers In the context of the yogurt market with the fierce competition of more than 40 businesses and hundreds of yogurt products of all kinds of multinational corporations, Vinamilk aims to create low-cost products to increase competitiveness but still ensure the quality of yogurt to meet international standards Vinamilk is very careful in deciding to increase the price of yogurt because this can have a great influence on consumers' decisions due to the high price compared to their ability in the context that Vietnamese people's income is high the portion is not high Therefore, this strategy has been highly effective because it helps stabilize prices and brings the company loyalty from customers Yogurt products "Vietnamese price" are brought to Vietnamese consumers The special thing can be seen that the price of the Vinamilk yogurt line is quite cheap and is always changed regularly following market prices, people with low incomes can also buy it Vinamilk white yogurt (with sugar, low sugar, and no sugar): 6,000 VND/box, 24,000 VND/blister, 288,000 VND/carton of 12 blisters Vinamilk yogurt with fruit flavor (aloe vera, pineapple, pomegranate, strawberry, fruit): 7,000 VND/box, 28,000 VND/blister, 336,000 VND/carton 5.3 Distribution strategy Vinamilk's distribution network holds a great advantage over its competitors in the Vietnamese market The company owns a large distribution network, stretching across the country, it contributes to bringing widely popular products to consumers 26 TIEU LUAN MOI download : skknchat@gmail.com Currently, Vinamilk has about 300 distributors and more than 240,000 retail locations With a system of freezers, refrigerators, and refrigerated trucks, Vinamilk has also invested and expanded to meet the growing needs of its yogurt product group Vinamilk has invested in more than 7000 freezers and refrigerators for the cold goods distribution system and more than 300 small trucks for distributors With yogurt line, Vinamilk distributes to customers through main channels: Tradition: wholesalers (distributors), retailers (point of sale and retail stores, grocers), and consumers To support its distribution network, Vinamilk has opened 14 product showrooms in major cities: TP Ho Chi Minh, Hanoi, Da Nang, Can Tho Modern: (supermarket system) Vinamilk divides supermarkets into smaller categories, type is supermarket channels such as Metro, Big C and type is small supermarkets: ministop, B'mart, Circle K, These supermarkets place orders directly with representatives of Vinamilk's branches in the region This is a very important channel in spreading the image of Vinamilk's yogurt line to consumers This is also the channel with the greatest influence in researching customer tastes, their feedback on products, and the company's sales policy There are also direct distribution channels such as restaurants, hotels, schools, offices These units also directly order from Vinamilk's branches with a large amount of yogurt to eat Or a direct distribution channel on the online sales website called Vinamilk eShop- Vietnamese milk dream at https://giacmosuaviet.com.vn 5.4 Promotion strategy Advertisement: 27 TIEU LUAN MOI download : skknchat@gmail.com The product lines of edible yogurt are always promoted with images, clips, and short videos on social media sites (Facebook, Youtube), television stations (VTV, HTV) Vinamilk also created its youtube channel to help promote product information, helping consumers better understand when they want to learn about new product lines Along with that, related to focusing on product quality, Vinamilk also integrates the production process and stages to create the company's yogurt lines Moreover, on the official website of Vinamilk, there is a separate section to talk about "The story of Vinamilk yogurt jar" Slogan in the promotional clips "Nature's delicious and healthy secret" or "Intoxicatingly delicious, stunningly beautiful " (Source: Vinamilk Yogurt, www.vinamilk.com.vn/sua-chua-vinamilk/vi) 28 TIEU LUAN MOI download : skknchat@gmail.com (Source: Vinamilk Yogurt, www.vinamilk.com.vn/sua-chua-vinamilk/vi) OVERVIEW OF THE COMPANY: Defining the business model of Vinamilk as a manufacturer model, the company started with factories specializing in milk production, continuously researched and announced to the market many new products and diversified brands and target many different customer segments With a classic business model aimed at diversifying and developing products, Vinamilk helps Vinamilk to clearly define its future direction and focus resources to serve the core values of its model is the product Product of Vinamilk Portfolio includes: main products are liquid milk and powdered milk; value-added products such as condensed milk, yoghurt Vinamilk provides the market with the widest selection of product portfolios, flavors and packaging options With the diversity in the portfolio of brands and the reputation of the parent brand, Vinamilk has built for itself a model of multi-brand combination, which is an unparalleled combination, a combination that makes it easy for new and individual brands to consumers Vinamilk's multi-brand model creates the full exploitation of the prestige of the parent brand, Vinamilk, to promote individual sub-brands Simultaneously with the success of individual 29 TIEU LUAN MOI download : skknchat@gmail.com brands, Vinamilk's brand is widely known, increasing its coverage in the Vietnamese market To wish, make Vinamilk brand become one of the leading symbols in Vietnam, specializing in nutritional and health products, and focus on developing well to serve the lives of people in Vietnam and the world become better later That is one of the very long-term visions that many businesses should learn from This is a strategic vision, not saying it can be done Considering the Vietnamese market, not only Vinamilk's milk is famous, but also dozens of brands from world and domestic dairy brands, always wanting to be wary of this vision of Vinamilk With the current commitment to consumers, with heart and belief, Vinamilk's products will certainly bring great nutritional value, and bring high quality products to consumers in the most perfect way Then this is showing a noble mission, which Vinamilk itself must have a real responsibility to themselves, to society and people, to dare to this If we develop well, we will become one of the leading symbols of faith to Vietnamese people, with the brand name Vinamilk being one of the words, wherever you go, you can go anywhere present a product of the highest quality, and the product that gives people the safest health today 30 TIEU LUAN MOI download : skknchat@gmail.com REFERENCES Wikipedia Vinamilk Retrieved 30 Nov 2021, from https://vi.wikipedia.org/wiki/Vinamilk Website Vinamilk Retrieved 30 Nov 2021, from https://www.vinamilk.com.vn/sua-chuavinamilk/vi/ https://eastasiabr.wordpress.com/2016/05/06/34/ VINAMILK ANNUAL REPORT 2020 Retrieved 23 Nov 2021, from https://www.vinamilk.com.vn/vi/mobile/bao-cao-thuong-nien GDP growth (annual %) - Vietnam | Data (2021) Retrieved 29 Nov 2021, from https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG? locations=VN Tran, J (2021) Ai đứng đầu thị phần ngành sữa? – ProPakVietnam Retrieved 29 Nov 2021, from https://www.propakvietnam.com/vi/ai-dang-dung-dau-thi-phannganh-sua/ VitaDairy nhập sữa non ColosIgG 24h từ Mỹ Việt Nam (2019) Retrieved 29 Nov 2021, from https://tuoitre.vn/vitadairy-nhap-khau-sua-non-colosigg-24h-tu-myve-viet-nam-20190925115639788.htm Vinamilk UHT 100% Fresh Milk: Micro Environment, Macro Environment, SWOT Analysis, STDP Retrieved 30 Nov 2021, from https://eastasiabr.wordpress.com/2016/05/06/34/ Vinamilk đạt doanh thu gần 60.000 tỷ đồng (2021) Retrieved 30 Nov 2021, from http://baochinhphu.vn/Doanh-nghiep/Vinamilk-dat-doanh-thugan-60000-ty-dong/421739.vgp https://www.giadinhmoi.vn/bang-gia-sua-chua-vinamilk-moinhat-thang-5-2020-d39374.html Bảng giá sữa chua Vinamilk tháng 5/2020 Khang Nhi (2020) Retrieved 30 Nov 2021, from https://www.giadinhmoi.vn/bang-gia-sua-chua-vinamilk-moinhat-thang-5-2020-d39374.html Website Danso Retrieved Dec 2021, https://danso.org/viet-nam/ Ba mũi nhọn then chốt giúp Vinamilk vượt “phép thử” Covid-19 (2021) Retrieved Dec 2021, https://kinhtexaydung.petrotimes.vn/ba-mui-nhon-then-chot-giupvinamilk-vuot-phep-thu- covid-19-627850.html Nhu cầu uống sữa cho lứa tuổi (2016) Retrieved Dec 2021, https://vnexpress.net/nhu-cau-uong-sua-cho-tung-lua-tuoi-3412352.html 31 TIEU LUAN MOI download : skknchat@gmail.com ... context of the yogurt market with the fierce competition of more than 40 businesses and hundreds of yogurt products of all kinds of multinational corporations, Vinamilk aims to create low-cost products. .. statements of the third quarter of 2019 with both revenue and profit targets growing with a net profit of nearly 8,380 billion dong in the first months of the year, fulfilling 80% of the year... Vinamilk has always promoted the expansion of the portfolio of yogurt products as well as the production of this type of product About product packaging: Edible yogurt is packed in PP, PS plastic boxes,