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Bài mẫu marketing về công ty dalat milk. Bài hoàn toàn làm 100% Tiếng Anh, có đầy đủ thông tin và các chiến lược, action plan, SWOT, các yếu tố cần nghiên cứu trong marketing cụ thể cho các bạn. Hy vọng sẽ giúp ích được cho các bạn
MARKETING PLAN DALATMILK PASTEURIZED MILK TEAM MEMBER Phạm Việt Anh 11190500 Phí Thanh Huyền 11196463 Nguyễn Thị Hà Ngân 11193698 Phạm Thị Như Quỳnh 11194510 Nguyễn Hà Phương 11206583 O u t l i n e A CURRENT SITUATION ANALYSIS AND FUTURE FORECAST B ANALYZING THE MARKETING ENVIRONMENT C SWOT D OBJECTIVES AND STRATEGIC DIRECTION E ACTION PLAN A CURRENT SITUATION ANALYSIS AND FUTURE FORECAST About the company: Dalat Joint Stock Company • Established in: 2000 • Headquarters: 9K Hai Ba Trung, Ward 6, Dalat City • Products: Milk and milk-related products • In 2014, Dalatmilk was taken over by TH Corporation • Line of business - Pasteurized milk - Sterilized milk - "Yogus" Yoghurt - "Yogus" Yoghurt Drink - Peach flavored Yoghurt Drink - Private label products Co.op Mart CURRENT SITUATION ANALYSIS AND FUTURE FORECAST Business situation a Market position b Business risk - Dalatmilk products are distributed in supermarkets and grocery stores all around the country - There are distributors in the Northern region, in the Central region and 12 in the Southern region - The dairy industry is an attractive potential market for businesses, with fierce competition between big, familiar names in the country - Natural disasters and epidemics occur more frequently and are more serious c Business development prospects - Vietnam's dairy industry in 2019 had relatively good growth, especially liquid milk, yogurt and condensed milk - As a dairy company whose products are widely used in many famous chains, cafes and milk tea shops in Vietnam, the revenue of Dalatmilk is expected to increase in the coming time CURRENT SITUATION ANALYSIS AND FUTURE FORECAST Dalatmilk Pasteurized Milk a What is pasteurized milk? Pasteurized milk: 100% pure fresh milk, retaining beneficial bacteria (all natural vitamins, substances and milk flavor), recommended to preserve 7-10 days at 2-6 degrees Celsius b Dalatmilk pasteurized milk Made from pure fresh cow's milk in Lam Dong plateau, processed at low temperature (75-99 degrees Celsius) to CURRENT SITUATION ANALYSIS AND FUTURE FORECAST remove bacteria, pathogens and keep intact the delicious taste and nutritional value It is then cooled for about 3-4 seconds B ANALYZING THE MARKETING ENVIRONMENT Macro Environment Demographic environment - Vietnam is a populous country with high population growth rate, about 1% per year → It is a good condition for dairy market to grow Economic environment - People have higher income and they are more and more concerned about health problems - There are numerous state preferential policies and support for dairy farmers Natural environment - The natural conditions are quite suitable for the development of dairy industry - Covid-19 pandemic has little effect on the dairy market because people care more about health and drinking milk is believed to be a good way to stay healthy Technological environment - There are more and more cutting edge technological advances that help to improve the quality of milk - Modern technology of processing, packaging and preserving can help build customer trust in the product Political environment - The government has many policies that support business to develop - The state also reforms the legal system to ensure security and political stability Social - Cultural environment - Customer behavior is changing due to economic integration, cultural exchange and the growth of science and technology Micro Environment Competitive rivalry There are many domestic and international competitors such as Vinamilk, Nestle, Abbott, Lothamilk, Moc Chau, Meiji, Ba Vi, … It is predicted that there will be an upward trend in the milk market in the future → competitive level will increase substantially Threat of new entrants The milk industry has strong barriers to entry including industry entry costs, product characteristics and distribution channel system Threat of substitutes Substitute product: cereals drinks, beverages, functional foods, … - Milk product reaches constant position in the milk market with a few substitute products → Milk industry takes less risks of substitute products Bargaining power of suppliers Manufacturing model has been built and operated effectively with a long history of development → Dalatmilk owns a high bargaining position with suppliers The pressure of raw material suppliers is trivial Bargaining power of customers - Most of the customers are businesses that consume and distribute milk and products made from milk through B2B - Price factor is not a main element which influences, customers are interested in product quality The pressure of customers is insignificant 10