Marketing principles individual assignment analyzing marketing environment of vinamilk

Individual Assignment Hà Mai Phương HS153009 quản trị học (2021-2022) 0 MARKETING PRINCIPLES INDIVIDUAL ASSIGNMENT Analyzing marketing environment of Full name: Hà Mai Phương Class: HM1602 Student ID: HS153009 Lecturer: Bùi Thị Hạnh Thảo Course: MKT101 – Marketing principles Date: Spring2021 0 TABLE CONTENT INTRODUCTION ABOUT VINAMILK COMPANY VISION AND MISSION OF VINAMILK TARGET CUSTOMERS PRODUCT MICROENVIRONMENT THE COMPANY SUPPLIERS MARKETING INTERMEDIARIES COMPETITORS PUBLICS 10 CUSTOMERS 10 MACROENVIRONMENT 11 DERMOGRAPHIC 11 ECONOMICS 12 NATURAL 13 TECHNOLOGICAL 14 POLITICAL AND SOCIAL 16 CULTURAL 17 HOW VINAMILK CAN REACT TO THE MARKETING ENVIRONMENT 18 REFERENCE 19 0 INTRODUCTION ABOUT VINAMILK COMPANY Vietnam Dairy Products JSC (Vinamilk) is a Vietnam-based food manufacturer The Company is mainly engaged in manufacturing, marketing, and distribution of dairy products, especially milk of various forms and other derived products, as well as nutrition food and nonalcoholic beverages It also provides packaging and logistics services, offers other technical supports to cultivation and breeding processes to farmers, and operates a healthcare polyclinic (Vietnam Dairy Products Joint Stock Company, 2021) [1] Vinamilk was established on August 20, 1976 on the basis of three dairy factories from the old regime: Thong Nhat Dairy Factory (formerly known as Foremost factory), Truong Tho Dairy Factory (formerly known as Cosuvina factory), Dielac Powdered Milk Factory (formerly known as NestlA factory (Swiss) (Development history Vinamilk, 2021)[2] VISION AND MISSION OF VINAMILK Vinamilk said their vision was “to become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products.” (About us - Vinamilk, 2021)[3] Vinamilk’s mission is “to deliver the valuable nutrition to community with our respect, love and responsibility.” (About us - Vinamilk, 2021) [3] Mrs Mai Kieu Lien, Chief executive officer of Vinamilk said: “To manufacture one of the leading products in the market, we must be always innovative Innovation is a vital element.”(About us - Vinamilk, 2021)[3] 0 TARGET CUSTOMERS Although Vinamilk offers a wide product range, from for children to the elder generation, the group of under 14-year-old is considered as the target market for the company At this moment, Vinamilk has a strong position and distribution channels in all the big cities and urban areas However, the brand awareness in the rural areas is relatively weak, therefore, this is one of the target groups for Vinamilk in the future (Vinamilk, 2016)[4] PRODUCT Vinamilk have more than 200 products, distributed to 30 countries and 18.000.000 products consume everyday Vinamilk's brands include: Vinamilk organic nutrient, Vinamilk liquid milk, Products for youth, Vinamilk yogurt, Powdered milk, Infant cereals ridielac, Special nutrition products for adults, Condensed milk, Beverages, Ice cream, Cheese, Roasted rice milk, Soymilk, Ready to drink coffee (Vinamilk, 2021)[5] This assignment will talk about three parts: Microenvironment, Macroenvironment and discuss how companies can react to the marketing environment 0 MICROENVIRONMENT Microenvironment consists of the actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitors, and public (Philip Kotler & Gary Armstrong, 2012)[6] THE COMPANY is a Vietnam-based food manufacturer (Vietnam Dairy Products Joint Stock Company, 2021) [7] Address at No 10, Tan Trao street, Tan Phu ward, District 7, Ho Chi Minh city (Vinamilk Contact, 2021)[8] Vietnam Dairy Products JSC (Vinamilk) has 13 factories and 12 dairy farm in the North, Central, and South, factory in Cambodia, factory in USA (VINAMILK JSC Corporate Presentation, 2021)[11] The leaders of Vietnam Dairy Products JSC (Vinamilk) are Mrs Mai Kieu Lien (Chief Executive Officer), Mr Trinh Quoc Dung (Executive Director – Dairy Development), Mrs Nguyen Thi Thanh Hoa (Executive Director – Supply Chain), Mrs Bui Thi Huong (Executive Director Human Resources Administration & PR), Mr Nguyen Quoc Khanh (Executive Director – Research and Development), Mr Le Thanh Liem (Executive Director – Finance Cum Chief Accountant), Mr Phan Minh Tien (Executive Director – Marketing), Mr Tran Minh Van (Executive Director – Production), Mr Mai Hoai Anh (Executive Director International Sales cum Managing Domestic Sales Department) (Our leadership Vinamilk, 2021) [9] 0 Vinamilk has become one of the leading enterprises in Vietnam in all aspects, greatly contributing to the development of the country and people of Vietnam With these outstanding achievements , the Company has honorably received the noble titles (Outstanding achievements Vinamilk, 2021)[10] 0 (Outstandingachievements Vinamilk, 2021)[10] In 2019, Vinamilk generated a total revenue of approximately 56.4 trillion Vietnamese dong Vietnam Dairy Products JSC is the largest dairy company in Vietnam and is among the 10 most valuable brands in Vietnam (Statista Research Department, 2020)[12] SUPPLIERS Currently, Vinamilk has contracted more than 8,000 farmers with 95,000 cows This dairy processor collects the major share of milk produced in Vietnam and is also a main importer of powdered milk The supply chain of Vinamilk consists of five activities, namely: input ingredients, raw milk production, processing, distribution and consumption ( Figure 2) (Luu Thi Thu Huong, 2016) [13] 0 The source of raw material is one of the important issues of the dairy company but this activity is still the weakest one in the company’s supply chain as it is now facing many difficulties Vinamilk collects raw milk from dairy farms, both from small farmers and from its in-house industrial farms (Luu Thi Thu Huong, 2016) [13] By the end of March 2016, Vinamilk was operating cow farms with a combined herd of 15,000 cattle Vinamilk’s cow herd, including the owned farms and that of contracted farmers, now totals over 110,000 head and has the ability to supply nearly 600 tons of raw milk each day With the plan to develop new farms, the company intends to raise the number of cows in their herd as well as from farmers to about 140,000 cows by 2017 and 180,000- 200,000 by 2020 This means that the planned volume of raw milk in 2020 will be doubled, equivalent to 1,0001,200 tons per day (Luu Thi Thu Huong, 2016) [13] MARKETING INTERMEDIARIES Vinamilk has a strong and nationwide distribution network The traditional channel of Vinamilk totals 243 exclusive distributors, that cover over 212,000 outlets in all cities and rural areas, which generated about 80% of domestic revenue in 2015 The rest was from the modern trade through direct deals with 1,609 small and big supermarkets, as well as with 575 convenience stores across the country The strong channel development is partly attributable to its information technology tool ERP which has helped switch the firm from wholesaler to retailer, manage its inventory more precisely and improve its sales teams’ efficiency The firm is now trying to expand its channel to acquire more market share, especially in rural areas and small urban areas (Luu Thi Thu Huong, 2016) [13] COMPETITORS Vinamilk is at the forefront of the powdered milk segment with a market share of 40.6% but has faced many difficulties as smaller competitors 0 such as Nutifood, Dutch Lady and TH true Milk, VitaDairy launched new products Specifically, despite following Vinamilk in the powdered milk segment, thanks to its unique products, combined with the average price 10 - 15% lower than its competitors, NutiFood and VitaDairy are gradually gaining good market share powdered milk market In addition, international dairy firms such as Abbott, Friesland Campina, Mead Johnson, Nestle and many other smaller dairy firms have good competencies in marketing and product research and development Therefore, these enterprises are always a risk to compete with Vinamilk (Thị trường sữa Việt cạnh tranh ngày khốc liệt, 2020)[14] In the last years, net revenue of FrieslandCampina Ha Nam has always reached over 3,000 billion dong, net profit is also around 200 billion dong per year In 2019, the net revenue of FrieslandCampina Ha Nam reached 3,141 billion VND, net profit was 111 billion VND, down 4% and 35% respectively compared to 2018 (Viet Times, 2020) [18] Currently, NestlA owns factories in Vietnam, providing a range of products mainly in the FMCG industry In addition to Milo or NAN dairy brands, NestlA also provides other items such as confectionery, coffee, ice cream, bottled water, By the end of 2019, the total assets of NestlA Vietnam reached 8,281 VND billion, down 6% compared to the beginning of the year; equity increased 12% to 3,106 billion dong Updated on October 14, 2020, NestlA Vietnam has a charter capital of more than 1,260 billion VND.(Viet Times, 2020) [18] After more than years of product launch, TH Group has introduced to the market more than 70 types of products on the basis of fresh milk TH Group had a spectacular breakthrough in growth According to Nielsen's urban retail market measurement data, in the first 11 months of 2018, TH true MILK grew by nearly 22% in volume and 30% in revenue, in the context of the whole industry like no increase In 2018, TH Group has reached the milestone of more than 7,000 billion VND in revenue (TheLEADER VN, 2019) [19] 0 (YouNet Media, 2020)[43] PUBLICS Vinamilk created a strategy that would increase engagement and help drive brand awareness among Vietnamese women, especially moms The brand decided to develop compelling, family-oriented video content using the “hero, hub, and help” strategy, a new approach for Vietnamese brands To better engage Vietnamese women online, Vinamilk prioritized investing and creating timely videos that captured trending pop culture moments To ensure initial lift and visibility, the content piece was accompanied by a heavy media push using YouTube mastheads and TrueView video ads To keep audiences coming back for more, Vinamilk developed recurring series such as its kids music video series and organic farm series to help retain mom and child interest Vinamilk also produced content that provided parenting tips and tutorials — for example, a cooking tutorial series — to ensure Vinamilk was present when consumers needed information (How tuning in to audience insights helped Vietnam’s Vinamilk earn awareness and engagement, 2018)[15] CUSTOMERS 10 0 By breaking up its market based on analysing demographic and geographic variables, it can be seen that Vinamilk’s goal is to satisfy all customers from kids to elder in any occupation Especially, the group of kids under 14-years-old is considered the target market that Vinamilk wants to come forwards In the present time, Vinamilk’s segment in rural areas and small towns has been weak, thus, this segment will also become the target market which Vinamilk want to focus more in the early future (Vinamilk Marketing Analysis, 2017) [16] MACROENVIRONMENT The macroenvironment consists of the larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces (Philip Kotler & Gary Armstrong, 2012)[17] DEMOGRAPHIC Based on Worldometer elaboration of the latest United Nations data,The current population of Vietnam (or Viet Nam) is 97,891,614 as of Thursday, February 18, 2021 Vietnam's population is equivalent to 1.25% of the total world population Vietnam ranks number 15 in the list of countries (and dependencies) by population (Vietnam Population Worldometer, 2021) [20] According to the census results in 2019, the urban population is 33,122,548 people, accounting for 34.4% of the total population of the country; rural population is 63,086,436 people, accounting for 65.6% (Quy mô dân số Việt Nam phát chính, 2020) [21] At this moment, Vinamilk has a strong position and distribution channels in all the big cities and urban areas However, the brand awareness in the rural areas is relatively weak, therefore, this is one of the target groups for Vinamilk in the future (Vinamilk, 2016)[22] As a populous country with a high population growth rate of 1.2% per year, 11 0 the dairy market in Vietnam has always been considered to have great potential Including the period 2010 - 2015, on average, each Vietnamese consumes about 15 liters of milk / year In the coming years, the dairy industry still has great potential as demand is forecast to grow 9% / year, reaching 27-28 liters of milk / person / year by 2020, nearly a half times higher than the current level (Invest Viet Nam, 2021) [23] ECONOMIC 12 0 The development of Vietnam over the past 30 years is remarkable Political and economic reforms since 1986 have promoted economic development, rapidly turning Vietnam from one of the poorest countries in the world into a low-middleincome country From 2002 to 2018, GDP per capita increased 2.7 times, reaching over $ 2,700 in 2019, with more than 45 million people out of poverty The poverty rate fell sharply from over 70% to below 6% (3.2 USD/day at purchasing power parity) (The World Bank, 2020) [24] In just six years from 2008 (Lao động VN, to 2014, a Vietnamese person's monthly 2019) [26] expenditure more than doubled from VND 792,000 to nearly VND 1.9 million Remarkably, out of spending, Vietnamese people are spending more and more money for food, milk is one of them Of the nearly 1.9 million VND, each Vietnamese can spend up to half on food and drink, a proportion that has improved significantly compared to 2007 (Invest Viet Nam, 2021) [25] 13 0 NATURAL Vietnam is vulnerable to CC It ranks the fifth in climate risk in the Global Climate Risk Index for 2018 and eighth in the Long-Term Climate Risk Index (David, Vera and Laura, 2017)[27] Recent manifestations of CC in Vietnam include extreme weather events that are increasing in number and unusually difficult to forecast Peak monthly rainfall increased from 270 mm in the period 1901-1930 to 281 mm (1991-2015) while the highest average monthly temperature increased from 27.1°C (1901-1930) to 27.5°C (1991-2015) (University of East Anglia, 2015) [28] Having 3,260 km of coast line11, rising sea levels definitely create a big impact on Vietnam According to the Intergovernmental Panel on CC (IPCC), if sea levels rise by 100cm, the potential land loss for Vietnam would be 40,000 km2, account for 12.1% total area and 17.1 million people will be exposed, accounting for 23.1% of population at the time of report (Vietnam's Government Portal, 2021)[29] From 2018 to 2019, the PM2.5 dust concentration tends to increase more than the period from 2010 to 2017 In the period from September to December 2019, the Northern region had a number of episodes air pollution peak Air quality indexes in some cities such as Hanoi and Ho Chi Minh City have many times of bad with AQI index from 150 to 200, sometimes exceeding 200, equivalent to a very bad level (Ministry of Natural Resources and Environment, 2020)[30] In a joint effort to combat climate change and environmental pollution, over the past nine years, the million trees fund program for Vietnam and Vinamilk have persistently planted hundreds of thousands of trees in many localities across the country In 2020, the million green trees fund for Vietnam will mark a 9-year milestone that the million green trees fund for Vietnam has gone and brought greenness throughout the country During the 9-year journey, the Fund went through 41 locations in 18 provinces and cities nationwide Up to now, the Fund of million trees for Vietnam has planted 851,000 trees of all kinds with a total value of about 11 billion VND Green shields are formed and are contributing to overcoming and limiting saline intrusion, drought, desertification due to climate change, to protect the environment and people's lives (Báo Tài nguyên & Môi trường, 2020)[31] 14 0 (Báo Tài nguyên & Môi trường, 2020)[31] TECHNOLOGICAL The Vietnam Dairy Factory is equipped with modern fresh milk production lines applied state-of-the-art production technology, operated with completely closed process from raw material input to finished product output.After tested for quality, raw milk will be weighed, filtered and entered into a cold storage silo tank system ( 150 m3/ tank) After cold storage, raw milk will be processed, i.e centrifuged, homogenized, pasteurized, cooled to oC then transferred to tanks and ready for UHT sterilization Centrifugal separator helps to eliminate almost pathogens and spores State-of-the-art UHT sterilization systems can heat the milk up to 140 oC and cold down to 25 oC quickly, helping to keep the natural flavor, nutrients, vitamins and minerals of the product Milk is pumped to aseptic tanks before aseptic filling The combination of advanced processing technology, UHT Sterilization and aseptic filling helps the product remain fresh taste during months without any preservative LGV automatic robots move pallets of finished products to the smart warehouse Furthermore, LGV robots also transport packaging materials to filling machines They can recharge themselves without human intervention The warehouse is the leading smart warehouse in Vietnam which has an area of 6000 m2 with 20 entrances and exits, width of 105 15 0 m, height of 35 m It is designed with 17 stores, containing up to 27168 lots Automatic import and export with 15 Rail guided vehicles (RGV) transport pallets of finished product to the warehouse and then stacker cranes align them to the shelf system ( Vinamilk, 2021)[32] The activities related to studying ingredients composition, improvement and standardization of testing methods are regularly implemented by the Research and Development Center, Food Safety Assurance Department and Production Department Moreover, Vinamilk also coordinates with the National Institute of Nutrition and testing centers to develop and complete processes and methods for testing and controlling food safety and hygiene Vinamilk's laboratories meet the requirements of ISO / IEC 17025: 2005 In addition to the quality standards, Vinamilk also applies other advanced management systems in the field of energy and environment (Vinamilk, 2021)[33] 16 0 POLITICAL AND SOCIAL Vietnam has a stable political system, rarely occurs violence, territorial disputes and human security indicators are improving day by day (Việt Nam an tồn trị ổn định, 2019)[34] Political stability is one of the indispensable factors, contributing to Vietnam's ability to persevere in economic development policies Political stability gives Vietnam peace and prosperity (VOV VN, 2010)[35] The Ministry of Health promulgates the National Technical Regulation QCVN 5-1: 2017 / BYT for liquid milk products This Circular comes into force from March 1, 2018 This Regulation specifies safety limits and regulatory requirements for liquid milk products, including fresh milk (milk pasteurized / pasteurized whole fresh, pasteurized / pasteurized whole fresh milk, pasteurized / pasteurized fresh milk, pasteurized / pasteurized skim fresh milk), pasteurized / pasteurized reconstituted milk, milk pasteurized / pasteurized mixtures, condensed milk and sweetened condensed milk (condensed milk, sweetened condensed milk, vegetable fat fortified skim milk, condensed sugary condensed milk fortified with real fat object) (Luật Việt Nam, 2017)[36] Notably, the government has also supported Vinamilk directly Politicians have approved Vinamilk’s Dairy Processing Plant construction project in Cambodia (Astley, Dairy Reporter, 2014) [37] The School Milk Program to improve nutritional status contributes to improving the stature of preschool and primary school children approved by the Prime Minister in Decision No 1340 / QD-TTg dated July 8, 2016 (Ministry of Health, 2019)[38] Vinamilk has pioneered and accompanied a number of provinces to implement the School Milk program from the 2007-2008 school year with Ba Ria Vung Tau province, followed by localities such as Bac Ninh, Ha Male… Thanks to good coordination in the organization, the participation rate of many localities is at a high level, such as Hanoi implemented by Vinamilk, has had more than million kindergartners and primary school students participating, reaching the rate of more than 91%, Binh Dinh reaching 97% with 46,000 preschool children drinking milk 100% of Ba Ria - Vung Tau and 99.3% of Bac Ninh.(An ninh Thủ đô, 2020)[39] 17 0 CULTURAL Vietnam is not a country with a tradition in milk (Vietnam Union of Science and Technology Associations, 2010)[40] But in just six years from 2008 to 2014, a Vietnamese person's monthly spending more than doubled from VND 792,000 to nearly VND 1.9 million Remarkably, out of spending, Vietnamese people are spending more and more money for food, milk is one of them Of the nearly 1.9 million VND, each Vietnamese can spend up to half on food and drink, a proportion that has improved markedly compared to 2007 GDP growth rate is 6% -8%/ year, per capita income increases 14.2%/ year, combined with the trend of improving the health and stature of the Vietnamese people makes the demand for Dairy products always keep a high growth rate The average milk consumption per capita of Vietnam in 2015 was about 23 liters/ person/ year, while in 2010 it reached 12 liters/ person/ year (Invest Vietnam, 2021)[41] Vietnam's dairy industry in 2019 has relatively good growth, especially liquid milk, yogurt and condensed milk According to statistics from the General Statistics Office, liquid milk production in 2019 will reach more than million liters, an increase of 8.32% compared to 2018 (Vietnam Industry Research and Consultancy, 2020) [42] The trend of dairy consumption of Vietnamese people is changing significantly when choosing vegetable milk such as soy milk and barley milk to replace cow's milk (Báo Sài Gịn Giải Phóng, 2020)[44] Launched trio of soy milk products combined with walnuts, almonds and red beans have also received the attention of consumers because of their delicious taste, easy to drink but also rich in nutrients (Vietnam Industry Research and Consultancy, 2020)[45] In addition to plant-based milk, the market has also seen an increase in premium dairy products catering to high-income earners As a result, domestic firms have turned to meet the growing demand for high-end products Vinamilk launched a number of high-end products such as organic fresh milk, organic formula milk, A2 milk and hired powdered milk production in Japan, then imported back to Vietnam.(Báo Sài Gịn Giải Phóng, 2020)[44] HOW VINAMILK CAN REACT TO THE MARKETING ENVIRONMENT 18 0 “There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.” (Philip Kotler & Gary Armstrong, 2012)[46] The way that Vinamilk reacts to the marketing environment is reactive 2019 was a year of constant fluctuations involving political volatility, economic volatility and climate change that created increasingly intense impacts on not only the economy and businesses but also the life of each individual As the future unfolds, the interactive cohesion between businesses and the community becomes clearer, and the linkage between a company’s management of risks and opportunities and its business goals and operations gets closer In line with that trend, throughout 2019, Vinamilk’s risk management activities have been changed in many ways to bring more of the cohesion and especially the initial integration of risk management and sustainable development governance Timely identify and analyze changes in the context and market to respond appropriately by developing and executing programs and projects to maintain and enhance competitive advantages and market share Key risks were all addressed by implementing control measures to ensure the achievement of the Company’s financial and operational goals in 2019 In terms of operations, Vinamilk also established a risk portfolio under the Sustainable Development Program, from which specific goals and indicators were included (Vinamilk, 2019)[47] REFERENCE [1][7] En.stockbiz.vn 2021 Vietnam Dairy Products Joint Stock Company [online] Available at: [Accessed 16 February 2021] 19 0 [2]Vinamilk.com.vn 2021 Development history Vinamilk [online] Available at: [Accessed 16 February 2021] [3] Vinamilk.com.vn 2021 About us - Vinamilk [online] Available at: [Accessed 16 February 2021] [4][22] Vinamilk 2016 Company Presentation Available at: https://www.vcsc.com.vn/userfiles/upload/file/VCSC/vinamilk/8.%20Slide %20presentation%20Vina milk.pdf Read 8th January 2018 [5] Vinamilk, 2021 Brands Vinamilk [online] Vinamilk.com.vn Available at: [Accessed 16 February 2021] [6][17][46] Philip Kotler, Gary Armstrong (2012) Principles of marketing (14] th ed) ISBN: 978-0-13-216712-3 by Philip Kotler and Gary Armstrong [8] Vinamilk.com.vn 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17 February 2021] [18] Viet Times, 2020 “So găng” kết kinh doanh FrieslandCampina NestlA Việt Nam [online] Viet Times Available at: [Accessed 18 February 2021] [19] TheLEADER VN, 2019 Doanh thu tập đoàn TH vượt 7.000 tỷ đồng [online] TheLEADER Available at: [Accessed 18 February 2021] [20] Worldometers.info 2021 Vietnam Population Worldometer [online] Available at: [Accessed 18 February 2021] [21] Consosukien.vn 2020 Quy mô dân số Việt Nam phát [online] Available at: [Accessed 18 February 2021] 21 0 [23] Invest Viet Nam, 2021 Sữa sản phẩm sữa [online] investvietnam.gov.vn/ Available at: [Accessed 18 February 2021] [24] The World Bank, 2020 Tổng Quan Việt Nam [online] World Bank Available at: [Accessed 18 February 2021] [26] Lao động VN, 2019 Việt Nam năm thứ liên tiếp tăng trưởng 7%: "Điều có" [online] Available at: [Accessed 18 February 2021] [27] David Eckstein, Vera Künzel and Laura Schäfer 2017, “Global climate risk index 2018: Who suffers most from extreme weather events?”,Accessed 18 February 2021 [28] University of East Anglia, 2015 Average Monthly Temperature and Rainfall for Vietnam from 1901-2015 - OD Mekong Datahub [online] Data.vietnam.opendevelopmentmekong.net Available at: [Accessed 18 February 2021] [29] Vietnam's Government Portal, 2021 General geographical information – Vietnam - OD Mekong Datahub [online] Data.vietnam.opendevelopmentmekong.net Available at: [Accessed 18 February 2021] [30] Bộ Tài nguyên Môi trường, 2020 Thực trạng nhiễm khơng khí Việt Nam [online] Monre.gov.vn Available at: [Accessed 18 February 2021]., 2020 Thực trạng nhiễm khơng khí Việt Nam [online] Monre.gov.vn Available at: [Accessed 18 February 2021] [31] Báo Tài nguyên & Môi trường, 2020 Vinamilk trồng hàng trăm ngàn xanh khắp Việt Nam để bảo vệ môi trường [online] Báo Tài nguyên & Môi trường Available at: [Accessed 18 February 2021] 22 0 [32] Vinamilk, 2021 New Product technologies - Vinamilk [online] Vinamilk.com.vn Available at: [Accessed 19 February 2021] [33] Vinamilk, 2021 Chứng nhận Chất lượng - Vinamilk [online] Vinamilk.com.vn Available at: [Accessed 19 February 2021] [34] Vn.sputniknews.com 2019 Việt Nam an tồn trị ổn định [online] Available at: [Accessed 19 February 2021] [35] VOV VN, 2010 “Ổn định trị lợi Việt Nam” [online] VOV.VN Available at: [Accessed 19 February 2021] [36] Luật Việt Nam, 2017 Thông tư 03/2017/TT-BYT quy chuẩn với sản phẩm sữa dạng lỏng [online] luatvietnam.vn Available at: [Accessed 19 February 2021] [37] Astley, M 2014 Vinamilk gets government go-ahead for Cambodia dairy deal Available: [Accessed 19 Febraury 2021] [38] Ministry of Health, 2019 Thơng cáo báo chí: Về Thông tư Quy định yêu cầu sản phẩm sữa tươi sử dụng Chương trình Sữa học đường [online] Moh.gov.vn Available at: [Accessed 19 February 2021] [39] An ninh Thủ đơ, 2020 Chương trình Sữa học đường – nỗ lực chăm sóc dinh dưỡng phát triển trẻ em toàn cầu [online] Báo Điện tử An ninh Thủ đô Available at: [Accessed 19 February 2021] [40] Vietnam Union of Science and Technology Associations, 2010 Thị trường sữa Việt Nam vấn đề liên quan đến phát triển chăn nuôi bò sữa 23 0 .. .MARKETING PRINCIPLES INDIVIDUAL ASSIGNMENT Analyzing marketing environment of Full name: Hà Mai Phương Class: HM1602 Student ID: HS153009 Lecturer: Bùi Thị Hạnh Thảo Course: MKT101 – Marketing. .. drink coffee (Vinamilk, 2021)[5] This assignment will talk about three parts: Microenvironment, Macroenvironment and discuss how companies can react to the marketing environment 0 MICROENVIRONMENT... 2017 Vinamilk Marketing Analysis [online] Available at: