ASSESSING THE COMPATIBILITY BETWEEN THE DISCLOSED VISION AND ACECOOK COMPANYS PRACTICE

MINISTRY OF EDUCATION & TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION -🙞🙞🙞🙞🙞 - MIDTERM ESSAY ASSESSING THE COMPATIBILITY BETWEEN THE DISCLOSED VISION AND ACECOOK COMPANY'S PRACTICE Lecturers: PHAN THI THANH HIEN Subject: Corporate Culture Implementation group: APPLE Semester II – School year: 2022-2023 HO CHI MINH CITY – 4/2022 MINISTRY OF EDUCATION & TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION -🙞🙞🙞🙞🙞 TOPIC: Assessing the compatibility between the disclosed vision and Acecook company's practice Student full name: Nguyen Truong Phu Huu (leader) Tong Sy Duy Thuan Nguyen Thi Thanh Huyen Do Thanh Dat Tong Trieu Ha Thi Thu Huyen Hoang Dang Kha ID: 20124188 20124227 20124186 20124172 20124233 20124185 19124068 SCORES: Criteria Contents General Present Total Scores COMMENT ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Teacher's signature DESCRIPTION TABLE CONTENT PERFORM RESULT In charge of the introduction Thanh Huyen Thu Huyen Well done In charge of Chapter Section1.1 1.1.1 1.1.2 1.1.3 1.1.4 Section 1.2 Section 1.3 Thanh Huyen Thanh Dat Duy Thuan Dang Kha Thu Huyen Phu Huu Well done Well done Well done Well done Well done Well done Thanh Dat Well done Thanh Huyen Duy Thuan Phu Huu Tong Trieu Well done Well done Well done Well done Dang Kha Dang Kha Thanh Dat Thanh Huyen Well done Well done Well done Well done In charge of Chapter Section 3.1 Section 3.2 Duy Thuan Tong Trieu Well done Well done In charge of the conclude Phu Huu Well done In charge of editing the whole article structure Thu Huyen Well done In charge of Chapter Section 2.1 Section 2.2 2.2.1 2.2.2 2.2.3 2.2.4 Section 2.3 2.3.1 2.3.2 2.3.3 2.3.4 Table of Contents INTRODUCTION .1 CHAPTER 1: OVERVIEW OF ACECOOK JOINT STOCK COMPANY 1.1 About Acecook Joint Stock Company: 1.1.1 History begin: .2 1.1.2 Area of business activities: 1.1.3 Vision, mission, and core values of Acecook company 1.1.4 Business operation situation: 1.2 Products of Acecook company: 1.3 SWOT analysis matrix: 11 CHAPTER 2: THE COMPATIBILITY KEEPING ANNOUNCED REALITY MARKETING ACTIVITIES OF ACECOOK JOINT STOCK COMPANY .13 2.1 The announced vision of Acecook Vietnam company 13 2.2 Competitive matches between marketing activities and Acecook's announced vision: 13 2.2.1 Analyze the appropriate aspects between the brand positioning activities and the announced vision of Acecook company: 13 2.2.2 Analyze the appropriate aspects between the strategic practice of Hao Hao instant noodles products and the announced vision of Acecook Company: 14 2.2.3 Analysis of the non-conforming aspects between the implementation of the price strategy and the company's announcement of Acecook - Hao Hao: 18 2.2.4 Analysis of the compatibility between the announced Acecook company's vision and strategy and the actual announced value 18 2.3 Edges of mismatch between Marketing activities and Acecook's announced vision: 19 2.3.1 Analysis of non-conforming aspects between the strategic practice of products and the announced mission of Acecook company: .19 2.3.2 Analysis of non-conforming aspects between the strategic practice of Brand and the announced mission of Acecook company 21 2.3.3 Analysis of mismatched aspects between the strategic practice of pricing and the company's published vision of Acecook: .22 2.3.4 Analyze the mismatch between strategic communication practices and the company's published vision: .22 CHAPTER 3: TRAFFIC SOLUTIONS RIGHT TO PERFORM MARKETING ACTIVITIES AND FIND OUT THE PUBLICATION OF LOTHAMILK COMPANY 24 3.1 Proposing solutions to improve the appropriate aspects between marketing practice and the announced vision of Acecook company: 24 3.2 Proposing solutions to improve the mismatched planes between the implementation of Marketing activities and the vision of Acecook company: .24 CONCLUDE 26 REFERENCES 27 List of images Figure 1.1: Global instant demand in the period 2016 - 2020 (Unit: million packages) Figure 1.2: Revenue of instant noodle companie (Unit: billion VND) Figure 1.3: Ranking of brand feet rankings in 2021 in Vietnam by research company Kantar Figure 1.4: Logo Acecook .15 Figure 1.5: Acecook – Hao hao spicy and sour shrimp noodles .15 Figure 1.6: Acecook – Hao hao new flavors 16 Figure 1.7: Distribution model of Hao Hao instant noodles 17 Figure 1.8: Acecook products recall .20 Table Lis Table 1.1: Products of Acecook company 10 Table 1.2: SWOT analysis table 12 INTRODUCTION Currently, people's incomes are increasing, time is limited due to too much work, most people are busy, not have much time for cooking Therefore, fast food automatically becomes the optimal choice But how to choose a suitable fast food that is not greasy but delicious, tasty, healthy and cheap And in this report, I would like to present “Assessing” the compatibility between the vision and Acecook company's practice.” Our team, would like to sincerely thank Ms Phan Thi Thanh Hien for guiding and helping our group to complete this thesis In the article, there are still many mistakes, hope you can tell us so that we can learn from them and correct them for the next time Our team sincerely thanks! CHAPTER 1: OVERVIEW OF ACECOOK JOINT STOCK COMPANY 1.1 About Acecook Joint Stock Company: 1.1.1 History begin: Hao Hao Noodles is a brand born in 2000 by Vietnam According to the official website of Acecook Vietnam, the company was originally established in 1993 under the name of Vifon Acecook Joint Venture Company The first product sold in Ho Chi Minh City in 1995 was the instant beef noodle soup brand In 2000, the company launched the Hao Hao noodle product, which was the company's breakthrough in the instant noodle market Acecook Vietnam has made its products a strong name and position in the market, and instant noodle products have become familiar to Vietnamese consumers Originated from Vifon-Acecook company- a joint venture between the famous Vietnamese instant noodle company and the Japanese Acecook Company In 2004, the Company completed construction and changed its name to Acecook Vietnam Co., Ltd In 2008, officially changed its name to Acecook Vietnam Joint Stock Company In 2010, the Company was honored to receive the First Class Labor Medal awarded by the President of the Socialist Republic of Vietnam This is the highest award of the State devoted to Acecook Vietnam Company with significant contributions in the economic and social fields of the company during the past 15 years In 2012, the first modern factory in Ho Chi Minh opened in Southeast Asia In 2015, Acecook Vietnam Joint Stock Company changed its brand identity In 2018 Hao Hao confirmed the Guinness Vietnam record: "Products Instant noodles products have the most consumption in Vietnam in 18 years (2000-2018) In 2020 celebrates the 25th anniversary of Acecook selling the first product Up to now, Acecook Vietnam has become the leading instant noodle manufacturer in Vietnam, providing the market with diverse products such as instant noodles, instant rice fibers, instant noodles, cooked vermicelli, vermicelli, and … 1.1.2 Area of business activities: - - Wheat flour is the main raw material for production and color is made from turmeric extract To increase brand awareness, Hao Hao has used a marketing strategy that is to deploy social activities programs "Get together for Tet, support the Central region affected by floods" Building a system of distribution intermediaries (agents, supermarkets, wholesale and retail establishments) Service organization (advertising, consulting, research) Use the promotion strategy "buy old products to experience new flavors" 1.1.3 Vision, mission, and core values of Acecook company 1.1.3.1 Vision: “Becoming a leading food production enterprise in Vietnam with sufficient management capacity to adapt to the globalization process” 1.1.3.2 Mission: “Providing high quality products/services that bring HEALTH – SAFETY – SAFETY to customers” Based on this mission, Acecook Vietnam always places 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 customers 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 1.1.3.3 Core Values “COOK HAPPINESS” This is both the slogan and the value of Acecook company, this is specifically expressed by words HAPPY as follows: (1) Happy Customers - Acecook Vietnam will always make efforts to make customers who use Acecook's products happy - Therefore, the company will always produce and supply delicious, high-quality, safe, and secure products to meet the needs of customers - Specifically, it is necessary to thoroughly achieve goals as follows: - Make sure to use safe materials - Using advanced Japanese production techniques, quality assurance machinery, and strict management of the production process - Monitor the distribution process, product preservation in the market, and request not to adversely affect the quality (2) Happy Employees - Acecook Vietnam always strives to make Acecook employees and their families happy Therefore, the company will always try to create a good welfare regime, a good working environment, and care about the work and life of its employees (3) Happy Society - Acecook Vietnam always strives to make the whole society feel happy The company always contributes to the development of the instant noodle industry in particular and the Vietnamese economy in general, supporting suppliers to improve quality In addition, the company actively sponsors and organizes charity and environmental activities to contribute to a better Vietnamese society “GOVERNANCE – COMPLIANCE – DISCLOSURE” These are the necessary principles for the company to develop sustainably, and gain the support of employees, customers, and society (1) Governance: - Build a system to control and prevent wrongdoing and arbitrary and disorganized actions of company executives or managers Build a system to control and prevent illegal acts of the organization or a certain part of employees Is the right operation orientation for all leaders and employees to implement the company's business philosophy (2) Compliance: - The company operates on the basis of compliance with all basic rules such as legal regulations, and internal regulations of the company The company must not only comply with the law but also have a sense of and strictly adhere to business ethics (3) Disclosure: - Information sharing: in addition to confidential information, the company will actively share information with employees Recognize employee contributions and appropriately share superiors' evaluations with employees The Board of Directors, officers, and employees declare (do not hide) all relationships related to the interests between themselves and the company Figure 1.4: Logo Acecook Figure 1.5: Acecook – Hao hao spicy and sour shrimp noodles Models Over the years, in order to diversify customers, Acecook has launched a lot of Hao Hao noodles with new flavors such as Purple Onion Satay, Fried Garlic Pork Ribs, Sweet and Sour Fried Noodles… and even vegetarian noodles for those Vegetarian customers 16 Figure 1.6: Acecook – Hao hao new flavors The trend of today's consumers is paying more and more attention to the design and packaging of products Grasping that market demand, Acecook always updates and innovates models with more and more varieties to suit the different needs of customers with models But with any model, the package always clearly shows Hao Hao's name with a prominent red background when looking at the noodle package, creating a unique feature for the product's packaging The packaging of Hao Hao noodles is also increasingly upgraded to look more beautiful, thicker and better quality Distribution strategy Acecook decided to produce a civil marketing and distribution system, further than 600 distribution agents spread throughout the country, each region has a branch office similar as in Hanoi, Da Nang, Can Tho, Ho Chi Minh City the strong development of distribution channels, creating favorable conditions for the company to vend a lot of goods and earn great gains Hao Hao Noodles has chosen numerous different distribution channels to bring products to consumers, but it's still substantially distributed through a system of agents (wholesalers) The business selects numerous wholesalers (position 1) and the task of these wholesalers is to distribute to lower- position wholesalers and also to retail stores When guests have a need, retailers will notify wholesalers and this business will give products in the form of a direct trade 17 The advantage of this type of distribution is that the investment capital isn't high, suitable for strong and popular brands in the request Still, if there's any problem with the product (for illustration, there's a problem with the quality of the product), it's certain that the capability of the manufacturer to push the goods down the distribution situations will be affected On the other hand, due to demand- driven distribution, the product will occasionally be fast and occasionally slow In addition, distribution channel distribution channel: Manufacturer = > retailer = > consumer Also concentrated by Acecook company to vend Hao Hao polls Figure 1.7: Distribution model of Hao Hao instant noodles Acecook built a nationwide marketing and distribution system, more than 600 distribution agents spread across the country, each region has a branch office Acecook also built and developed a strong distribution system, enabling the company to sell a lot of goods and earn great profits Acecook has chosen many different forms of distribution channels to bring products to consumers, but it is still mainly distributed through the agent system Select many wholesalers (level 1) and the task of these wholesalers is to distribute down to lower-level wholesalers and distribute them evenly to retailers When customers have a need, retailers will report to wholesalers and companies to supply products to serve customers' needs 18 2.2.3 Analysis of the non-conforming aspects between the implementation of the price strategy and the company's announcement of Acecook - Hao Hao: Currently, in the market of instant products, there are many brands competing with Acecook such as Masan, Vifon, Asiafood, etc Therefore, to be able to compete with competitors, as well as maintain the leading market share of Acecook Acecook has applied a product pricing strategy to penetrate the market (Penetration Pricing Strategy) Intrusive pricing is a marketing strategy used by businesses to attract customers to a new product or service by offering a lower-than-market price in its initial offering Lower prices help a new product or service enter the market and attract customers from competitors Penetration pricing is based on a strategy of using a low initial price to attract more customers to a new product The goal of penetration pricing is to entice customers to try a new product and consolidate market share in the hope of retaining customers when prices return to normal Examples of this pricing strategy include online news sites that offer a free month of service to registered customers, or a bank that offers a free account in six months Most of Acecook's products are sold to students such as students, people in rural areas, so the price is also cheaper than most other brands on the market However, recently, Acecook has begun to target the higher segment, thereby also launching higher priced product models in more luxurious packaging such as Spaghetti Bistro noodles (from 12,000-21,000 VND) 2.2.4 Analysis of the compatibility between the announced Acecook company's vision and strategy and the actual announced value Vision of Acecook company: “To become a leading manufacturer of foodstuffs in Vietnam whose management capacity is commensurate with globalization.” The actual announced value: Vietnam is an extremely fertile market for noodle manufacturers in the world; therefore, the path of becoming a leading “giant” is not easy for any company Over 26 years of “battle”, becoming “the most selected instant noodle manufacturer” in Vietnam is not only a great success of Acecook Vietnam in the fierce competition for market share among “giants” in the industry, but also the biggest reward of consumers for the company Two consecutive years of 2018 and 2019 are important milestones of Acecook Vietnam It is not only recognized as “the most selected instant noodle manufacturer”, 19 the “spearhead” brand of the company – Hao Hao Noodle is also honored as “The Most Selected Food Brand” in Vietnam (as of July 2019) in urban areas These figures are not only a strong demonstration of Acecook Vietnam’s “position no.1” in the domestic and foreign instant noodle market, but also it is the most realistic “representative” of consumers’ selection for the company’s products As a “leading instant noodle manufacturer”, Acecook Vietnam has been always at the forefront of innovation and development of new products that meet rigorous international standards as well as fastidious and diverse culinary needs of customers To accomplish these tasks, a system of factories across the country is invested in equipping with the most modern machinery system, equipment and production line In addition, Acecook Vietnam has been transferred completely to the technology of instant noodle production by Acecook Group to produce “products of Japanese technology and Vietnamese flavor” according to the specific standards 2.3 Edges of mismatch between Marketing activities and Acecook's announced vision: 2.3.1 Analysis of non-conforming aspects between the strategic practice of products and the announced mission of Acecook company: In order to occupy the top position in terms of instant noodle consumption in Vietnam, Hao Hao instant noodles contributed 60% of Acecook's output To affirm its position, Acecook has affirmed its mission to emphasize its products on the market in Vietnam in particular and the world in general According to Cafebiz sources, “FSAI (Food Safety Authority of Ireland) & RASFF (Rapid Alert System for Food & Feed) warn that Hao Hao instant noodles contain the ingredient Ethylene Oxide found in pesticides On December 7, 2021, Acecook Vietnam's instant noodles exported to Europe were recalled due to the presence of 2-CE (Metabolites from Ethylene Oxide) exceeding the allowable threshold according to EU regulations French authorities have just announced the recall of Acecook Vietnam products exported to the market before January 31, 2022” 20 Figure 1.8: Acecook products recall According to Tienphong.vn, "FSAI warned twice about Acecook products (including Hao Hao noodles) and was recalled because the products containing 2chloroethyl exceeded the EU's allowable limit" Faced with the problem of containing banned substances in food, Acecook Vietnam has verified and clarified the issues, controlled the entire production process, and sent domestic products to test at Eurofins Analysis Center Based on the test results, Acecook Vietnam has confirmed that the domestic hot and sour shrimp Hao Hao noodle product is completely free of Ethylene Oxide found in pesticides With the resulting data, the domestic product has a content of 1.17ppm which is many times lower than the standards of the US (940 ppm), Canada (940 ppm), and some other countries Before September 12, 2021, after receiving information from world organizations, the Ministry of Industry and Trade asked Acecook to report on the production process and the difference between the batch of products for domestic consumption and export for products of Hao Hao and Good noodles produced by the company But some other sources believe that the difference between domestic and export products is due to the influence of raw materials But up to now, Acecook Vietnam has not yet answered the difference between domestic and export products With Acecook's mission motto, "Provide high-quality products/services that bring HEALTHY - SAFETY - SAFETY to customers'' Based on reports from world health organizations and other sources Reputable news has provided evidence that 21 Acecook's products not comply with EU standards, Acecook has not fulfilled the mission that the company has previously affirmed 2.3.2 Analysis of non-conforming aspects between the strategic practice of Brand and the announced mission of Acecook company But the problem is not suitable is that the Hao Hao noodle product of Acecook company has not performed in accordance with the affirmation of its vision “Becoming a leading food production enterprise in Vietnam with sufficient management capacity to adapt to the globalization process” Firstly, "the higher the position, the greater the responsibility", in order to achieve the goal of being in the leading position in food production, enterprises must ensure that the quality in production is censored based on standards standards of the quality management system, always ensuring food safety from input and output materials In addition, in order to have a large supply, there must be a large demand Having a large demand from consumers, businesses must always depend on many factors such as price, product, quality, etc But the prerequisite to convincing customers is the reputation of the brand With prestige, businesses will have enough governance capacity to adapt to the globalization process Not only that, a good reputation helps businesses to be able to develop sustainable businesses and compete with other competitors in the market Secondly, according to an Acecook representative, Acecook's March 2020 revenue increased 29% over the same period last year, and at the same time increased 10% compared to February 2020 Especially, during the time of social distancing, Acecook has increased production with an increase of about 30% to meet the needs of the market Each day, this business can produce 400,000-450,000 boxes of products, equivalent to 12-13 million packages of noodles But, the bottom line of this problem is that Acecook does not guarantee the product is of the right quality On the way to development, Acecook has encountered an incident of some instant noodle products (including Hao Hao noodles) being recalled and not allowed to be used in the EU, due to the presence of Ethylene Oxide, a substance within pesticides Besides, Acecook has been warned twice by FSAI (The Food Safety Authority of Ireland) and RASFF (Rapid Alert System for Food and Feed) and recalled products This has affected the brand reputation of the company, making it difficult for the product to rebuild the trust of customers in the EU According to Acecook Vietnam, it is confirmed that they not use Ethylene Oxide technology at any stage of production and that the recalled products are export products, not in the same production batch as domestic products location in Vietnam However, some people always wonder, Why domestic products have no banned substances but export products do? Why is there a product quality difference 22 between domestic and exported goods? Currently, Acecook still has no clear explanation on this issue Through the above information, this incident has caused Acecook to sharply reduce its brand reputation and threaten to be difficult to achieve its target in the leading food production in Vietnam 2.3.3 Analysis of mismatched aspects between the strategic practice of pricing and the company's published vision of Acecook: Acecook always aims to become the leading food production enterprise in Vietnam, capable of adapting to the globalized society, but the company has not had any obvious innovation compared to other product lines of the same type present on the market of instant noodles today Compared to instant noodles in the high-priced segment, Hao Hao's overall design is not really eye-catching, and there is little change in packaging over the years in the market, in addition, Hao Hao's advertising has not been heavily invested According to the survey results and the evaluation of consumer satisfaction about the perfect noodle product, we find that: Overall assessment, we find that the price factor is the most influential with the rate of 49% However, if in the past, consumers cared mainly about price But when there are too many competing products in the market, each positioning product has a different segment, at this time the value of the product also contains the quality of the product Consumers are also more interested in which noodle flavor is more suitable for them when the payment is the same, namely 46.7%, followed by good quality noodles (37%), famous brands language (20.3%) Through this, the team found that the factor: price is one of the factors that affect customers the most, while promotional factors such as advertising, promotion, distribution, and brand have not really had much impact on customers customer buying behavior Therefore, Hao Hao needs to promote the factors that affect customers the most, and at the same time, it should increase the effectiveness of promotional activities to stimulate product choice of consumers 2.3.4 Analyze the mismatch between strategic communication practices and the company's published vision: Acecook's customer care department is not really professional, has not updated enough information so that consumers can access the product in the best way The ability to interact, answer questions, and resolve complaints has not been able to connect with consumers, thereby causing difficulties in promoting products, creating impressions and retaining customers On August 20, with the title "Recall of Certain Batches of Instant Noodle Products due to the Presence of the Unauthorized Pesticide Ethylene Oxide", the Food Safety 23 Authority of Ireland has notified the recall of a consignment of sour and sour Hao Hao noodles 77gr and Good instant vermicelli 56gr of Acecook Vietnam, because it was found to contain Ethylene Oxide (EO) which is toxic to human health Also included in the recall notice is a type of Chinese seafood instant noodles By the afternoon of August 27, Facebook was spreading this information rapidly, citing several domestic articles The announcement on the Irish site was brief It only notes that "This substance is not authorized for use in food sold in the EU Although the consumption of contaminated product does not pose an acute health hazard, health problems can be present if you continue to consume Ethylene Oxide for a long time Therefore, it is necessary to minimize exposure to this substance." And the article in the Vietnamese newspaper was shocking when it was mentioned more clearly: Ethylene Oxide is a substance in pesticides, a cancer risk agent! No agency in the country has yet to verify the nature and reliability of the information, as well as make any conclusions or decisions about the brand But that is enough to imagine how serious its negative impact on Acecook's Hao Hao noodles will be It's easy to think of case - MCPD in soy sauce 24 CHAPTER 3: TRAFFIC SOLUTIONS RIGHT TO PERFORM MARKETING ACTIVITIES AND FIND OUT THE PUBLICATION OF LOTHAMILK COMPANY 3.1 Proposing solutions to improve the appropriate aspects between marketing practice and the announced vision of Acecook company: Acecook needs to research and develop more diverse new products such as hot pot noodles, noodle snacks with more choices, thereby expanding the customer base Acecook's distribution system has spread to all provinces and cities across the country, products can reach people from urban to rural areas and especially remote areas, showing that Hao Hao has won the majority of hearts information of domestic consumers But Acecook also needs a specific campaign on building a solid brand in 46 countries and regions around the world where Hao Hao has been exported Especially after the shipment was recalled in Ireland Since then, expanding product brands and enhancing the position of Vietnamese instant noodles products in the international market Most of Acecook's products are sold to students such as students, middleincome users, so the price is also cheaper than most other brands on the market Therefore, Acecook needs to develop Hao Hao with superior quality than current products to serve a group of customers with higher incomes There are reasonable promotions for students - students and groups of people with average incomes For testing open products in dormitories, residential areas, markets Promote discount promotions, buy (carton) get free (pack) Combine promotions with third parties like Shopee, Lazada on big promotion days like 1.1, 2.2 Promote marketing campaigns through social networking platforms like Facebook, Instagram, Tiktok Finally, develop customer service in each area to receive timely feedback when there is a defective product or customer evaluation of a new product 3.2 Proposing solutions to improve the mismatched planes between the implementation of Marketing activities and the vision of Acecook company: Currently, the product is in the saturation stage and is trending in the coming years Because the instant noodle market shows signs of saturation, there are too many competitors Therefore, Acecook promotes and optimizes its best-selling product line, Hao Hao noodles; In addition, it is advisable to create new flavors in combination 25 with promotions Accordingly, the company has invested in more production lines in the North, producing paper cups for the cup noodle factory, gradually completing the closed chain of supplying raw materials for core products These are ways to reduce costs that make up the cost of goods and increase profit margins Due to today's general consumption trend, Vietnamese people are getting closer and closer to modern distribution channels such as supermarkets, and buffet stores Therefore, it is advisable to conduct a strategy of distributing their products through retail channels Products are brought to consumers only through a retailer Thus, the distribution strategy of noodles is to expand the market, expand the agents, and gradually increase the quantity and quality of distribution channels 26 CONCLUDE Now, although there are countless products of the "fast food" line, it seems that no dish has ever surpassed instant noodles in terms of convenience and became a popular product Perhaps because of the advantages of "instant food" and long preservation, it is a very social food: it is considered a food reserve of many countries, with a "duty" to provide and provide relief Food Instant noodles are always present in natural disaster areas such as earthquakes, volcanoes, storms, and floods, and are food to save hunger for millions of people, from Japan, Southeast Asia, and Africa to Europe and Europe and America With its current market-leading revenue, Acecook or specifically Hao Hao, although having some problems, is not in line with the enterprise's statement in the development journey However, the group still holds a huge potential to thrive in the future, going towards the trend of globalization vision: “Becoming a leading food production enterprise in Vietnam with sufficient management capacity to adapt to the globalization process” 27 REFERENCES Thanh Doan, 2016, Tong quan ve cong ty co phan Acecook Viet Nam, https://123docz.net//document/3368130-tong-quan-ve-cong-ty-co-phanacecook-viet-nam.htm company Acecook homepage, Vision and mission, https://acecookvietnam.vn/tam-nhin-su-menh/ Vietdata tổng hợp, 2021, Thị trường mì ăn liền: Những “huyền thoại“ lâu đời dần vị trước chiến kẻ đến sau, https://www.vietdata.vn/thi-truong-mi-an-lien-nhung-huyen-thoai-lau-doi-matdan-vi-the-truoc-cuoc-chien-cua-nhung-ke-den-sau-902932832 Minh Thien, 2021, Forbes, Hảo hảo Acecook đâu thị trường mì gói?, https://forbes.vn/hao-hao-cua-aceccok-o-dau-tren-thi-truong-mi-goi/ Tue Linh, 2022, CAFEF, Doanh thu mì ăn liền tăng 80% sau năm đại dịch, Kokomi, Omachi tỷ phú Quang phả nóng vào vị trí dẫn đầu Acecook, https://cafef.vn/dich-benh-chua-qua-chien-tranh-da-toi-nhung-cac- ong-lon-san-xuat-mi-an-lien-van-kiem-hang-ngan-ty-dong-moi-nam-masantang-43-nam-2021-20220320224549044.chn Acecook company homepage, https://acecookvietnam.vn/ Maneki.marketing, 2022, Chiến lược marketing mì Hảo Hảo, https://maneki.marketing/hao-hao-marketing-strategy/#6-phan-tich-swot-cuami-hao-hao SANG09, 2021, iSEO1, CHIẾN LƯỢC MARKETING SẢN PHẨM MÌ ĂN LIỀN HẢO HẢO CỦA CÔNG TY ACECOOK TẠI THỊ TRƯỜNG VIỆT NAM 2019 2020 2021 2022 2023, https://iseo1.com/chien-luoc-marketing-cuami-hao-hao-1637648218/ Vinh Toan, Tai lieu chung, Nghiên cứu thõa mãn người tiêu dùng mì Hảo Hảo, https://tailieuchung.com/vn/tlID776369_tieu-luan-nghien-cuu-su- thoa-man-cua-nguoi-tieu-dung-mi-hao-hao.html 10 AcecookVietNam, 2019, ACECOOK VIETNAM IS THE MOST SELECTED INSTANT NOODLE MANUFACTURER IN 2018 AND 2019, HTTPS://ACECOOKVIETNAM.VN/EN/ACECOOK-VIETNAM-IS-THEMOST-SELECTED-INSTANT-NOODLE-MANUFACTURER-IN-2018AND-2019/ 28 11 Nhật Quỳnh, 2021, Nhà đầu tư, Đế chế mì Hảo Hảo ‘mảnh ghép’ trăm triệu doanh nhân Hồng Cao Trí, https://nhadautu.vn/de-che-mi-hao-hao-vamanh-ghep-tram-trieu-do-cua-doanh-nhan-hoang-cao-tri-d57030.html 12 Kalapress, MÌ HẢO HẢO: SẢN PHẨM VIỆT VƯƠN TẦM TRÊN THỊ TRƯỜNG QUỐC TẾ, HTTPS://KALAPRESS.VN/TIN-TUC/MI-HAO-HAOSAN-PHAM-VIET-VUON-TAM-TREN-THI-TRUONG-QUOC-TE186.HTML 13 MISA AMIS, 2021, Phân tích chiến lược Marketing Acecook mì Hảo Hảo chi tiết nhất, https://amis.misa.vn/29261/chien-luoc-marketing-cua-mihao-hao/?utm_source=google&utm_medium=organic 14 AcecookVietNam, 2015, NHẬN DIỆN THƯƠNG HIỆU MỚI CHO CHẶNG ĐƯỜNG PHÁT TRIỂN MỚI, HTTPS://ACECOOKVIETNAM.VN/NHANDIEN-THUONG-HIEU-MOI-CHO-CHANG-DUONG-PHAT-TRIEN-MOI/? FBCLID=IWAR2OCDFMD_8ILXJE-SNX5IYERE00LMM9T215858_FQEN-HZIPIRYFGUHYU 15 Thùy Linh, 2022, VnEconomy, Mì Hảo Hảo - sản phẩm Việt ngày vươn thương trường châu Á, https://vneconomy.vn/mi-hao-hao-san-pham-viet-ngaycang-vuon-ra-thuong-truong-chau-a.htm 16 Tuổi trẻ online, 2022, Điều giúp Hảo Hảo bán 30 tỉ gói mì?, https://tuoitre.vn/dieu-gi-giup-hao-hao-ban-duoc-30-ti-goi-mi20220117175933853.htm 29 ... Analyze the appropriate aspects between the brand positioning activities and the announced vision of Acecook company: 13 2.2.2 Analyze the appropriate aspects between the strategic practice. .. Analysis of the compatibility between the announced Acecook company's vision and strategy and the actual announced value 18 2.3 Edges of mismatch between Marketing activities and Acecook' s... aspects between the strategic practice of Brand and the announced mission of Acecook company 21 2.3.3 Analysis of mismatched aspects between the strategic practice of pricing and the company's