In general, the barriers to entry into the beer, alcohol and beverage industry are quite large.. Brand barriers are also quite large in this industry, with well-known suppliers such as H
Introduction
SABECO is the biggest firm of the beer industry in Vietnam SABECO has gone through 145 year established and developed strongly since 1875
As an investment strategy researcher of JP Morgan ( a multinational investment bank), the researcher will analyze the internal and external environment of SABECO is a potential target to make an investment
In the previous report, the researcher has analyzed the internal environment analysis of SABECO throught PESTLE and SWOT analysis in oder to point out
This report will focus on SABECO corporation to determine the influence of external factors through PESTLE and SWOT analyses By examining these factors, the report aims to identify key characteristics of SABECO and forecast its future trajectory The PESTLE analysis will assess political, economic, social, technological, legal, and environmental factors, while the SWOT analysis will evaluate SABECO's strengths, weaknesses, opportunities, and threats Combined, these analyses will provide insights into the company's competitive landscape and potential for growth.
Positive and negative impacts the macro environment of SABECO
Porter’s five forces
• Commercial factors: Distribution system, brand, customer system
• Specific resources: Input materials (controlled), recipes, packaging designs, human resources,
The greater the barriers, the smaller the number of potential competitors for the company In general, the barriers to entry into the beer, alcohol and beverage industry are quite large In the industry, there are many small and medium enterprises, in the Northern region, there are 13 enterprises
In terms of capital and technology, this is an industry that applies increasingly modern technology along with traditional processing recipes that require large investment capital to transfer technology accordingly To participate in the industry, the company must have large capital to innovate processing technology At the same time, to ensure product quality, the company has to buy imported materials from countries with world famous raw materials, so the price of raw materials is quite high For example, malt that cannot be produced must be imported from abroad
Despite high import costs for houlon flowers ($500/ton from Denmark and Germany), the industry lacks skilled labor to operate modern technologies The use of qualified employees is crucial for industry growth, but the workforce lacks the necessary expertise to harness technological advancements The industry employs a large number of workers, but their skills are insufficient to operate these technologies effectively.
Brand barriers are also quite large in this industry, with well-known suppliers such as Hanoi Beer Alcohol Beverage Company (Habeco), Tribeco, Viet Ha Beer, Southeast Asia Brewery, Beer Group Asia - Pacific Vietnam is also the favorite choice of many consumers
=> The competitive pressure of Sabeco's barriers to entry is quite large
The protracted Covid-19 pandemic has resulted in unprecedented disruption of global supply chains Labor shortages, goods stuck at ports and high freight rates have caused material prices to increase significantly since the beginning of 2021, typically aluminum prices have increased and there has been no sign of any signs of improvement cooling down in 2022 In addition, in May 2021, the southern provinces of Vietnam suffered the devastating 4th wave of the Covid-19 epidemic and fell into a strict blockade throughout the whole period more than 3 months, making it even more difficult to transport materials In order to limit the above impacts, SABECO has pre-purchased many types of key materials at the right time to avoid being affected by price fluctuations In addition, the Corporation continues to maintain supplies from many different suppliers to minimize the risk of input shortages, actively coordinate between regions, and at the same time change delivery methods to ensure sufficient supply for production
The source of raw materials always causes difficulties for the beverage industry in general, the most feasible solution for businesses is to prepare carefully in the signing of the purchase and sale of raw materials, learn about market movements, not only With imported raw materials, but also with domestic raw materials such as rice, fruit, etc With the beer industry in particular, our country has no raw material areas due to unsuitable soil and climate conditions and unsuitable investment proper investment Although the Vietnam Institute of Alcohol and Beverage had previously had a pilot project to plant Dai Man in Cao Bang, the results were quite positive, but it has not been implemented on a large scale but only in pilot form Therefore, at present, Sabeco 60-70% of the raw materials must be imported such as malt, houblon flowers, enzymes, which are imported from the world's leading raw material suppliers in Europe, Australia and the US
This is the limitation of the beer industry in general and above all, Sabeco - The leading bird of the Vietnamese beer industry
Figure 1: The company's exclusive raw material supplier in 2017 (source: planning and sales department)
For traditional (old) suppliers: These are NCUs (Supplier) that both the Company and the NCU are quite knowledgeable about and have a stable and long-term cooperative relationship A long-term relationship can bring benefits such as always being prioritized in ensuring production of raw materials, saving costs of searching for markets, trading, ordering, and risk costs Sign annual contracts with NCUs to reduce the risk of price increases, while also stabilizing product prices in the long run
For new suppliers: The purpose of choosing to develop a new NCU is to reduce pressure from the old NCU on prices, on payment conditions, and to increase supply capacity, services or incentives When supplying materials, the company has the ability to supply materials in large volumes, with guaranteed quality If there are fluctuations in prices and demand for raw materials in the market, the company can still supply goods at the most reasonable
7 prices On the other hand, the company is also advantageous in supplying raw materials thanks to the competition among NCUs such as: cheaper price, better quality The main activity of company 20 is the production and sales of Saigon Beer which is directly related to the health of customers Therefore, product quality not only starts from the production and inspection process of the corporation, but also depends on the quality of input materials of each NCU
In general, the Company's search and selection of raw material suppliers usually only prioritizes selecting and working with old suppliers This can help save time getting to know each other because both parties already know how each other works However, this will make the company dependent, passive and have little choice when there are fluctuations from suppliers
=> The competitive pressure of suppliers for Sabeco is huge
Customers are a competitive pressure that can directly affect the entire production and business activities of the industry Customers are divided into 2 groups: Retail customers and agents (distributors)
Both groups put pressure on businesses in terms of price, product quality, accompanying services, and they themselves are the drivers of competition in the industry through purchasing decisions
Similar to pressure from suppliers, we consider the effects of competitive pressure from customers on the industry:
Especially when analyzing distributors, we must pay attention to their importance, they can directly go into the threat inside the business Customers can be individuals or organizations because the demand for drinks is for everyone, and they have a lot of choices for their beverage products, so the bargaining power of buyers is high However, with the need to use the best quality products and the cheapest prices, the increasing number of customers makes another stronger threat, which is competition between businesses in the industry
=> Competitive pressure from customers for Sabeco is moderate
Enterprises doing business in the industry will compete directly with each other, creating pressure on the industry to create an intensity of competition In an industry, the following factors will increase competitive pressure on competitors:
Sabeco's beer, wine and beverage industry is a fragmented industry, with many businesses competing with each other, but none of them has the ability to dominate the rest, so there are advantages and disadvantages that are: :
Advantages: equal business environment, no state monopoly or protection for any competitors,
Difficulties: Sabeco is not yet a big enterprise, with limited resources, and a small market, so it will face many difficulties when competing on an equal footing, without state protection
The market for supplying beer, wine and beverage in Vietnam has many suppliers Up to now, a number of enterprises have had the leading modern equipment lines in the country, no less than joint venture enterprises, besides, Hanoi Beer or Saigon Beer brands are also quite famous, quality, Food safety and hygiene are guaranteed, so the competitiveness is very good But the competition among enterprises in the industry is still quite high Among the businesses competing with Sabeco, there is strong competition from Habeco because these are the two leading enterprises in the production of beer, wine and beverage in Vietnam Besides, there are also traditional competitors in the market such as: Heniken, Tiger a joint venture between Zorok, a link between Vinamilk and SAB Miller
Vietnam But, there is one point where Sabeco's heavyweight rival Heineken does much better than other beer businesses That is: Optimal distribution system
Figure 2: Distribution chart of Heineken Vietnam Brewery (source: VCSC)
Other than Sabeco and Habeco, Heineken Vietnam Brewery effectively manages selling prices at about 250 distributors and retailers in which distributors enjoy a profit margin of 3-4% This allows Heineken to avoid price competition among distributors Meanwhile, Heineken Vietnam Brewery's system is designed to ensure that distributors focus on their own regions instead of trying to penetrate each other's regions
Six factors of Marco Environment (PESTLE)
Vietnam has a single party that controls the whole country, the Communist Party of Vietnam With the one-party system, Vietnam is showing stability in its politics, in the sense that there are no frequent street protests, no protracted political controversies that lead to deadlocks for example such as government formation, policy making, etc In democratic countries, this is always a great advantage compared to other countries in the world
=> Opportunities: Vietnam is a one-party country, has a stable political and security background, is suitable for diplomatic relations with one-party countries, no conflicts or wars Enterprises operating in the territory of Vietnam do not have to bear political and security risks
The current situation of attracting FDI in Vietnam in recent years
Over the past 25 years, the FDI economic sector has increasingly played an important role and made significant contributions to the socio-economic development of Vietnam
25 years of attracting 211 billion USD of foreign investment
The leader of the European - American Market Department said that Vietnam is a country with a very high economic openness, deeply integrated into the global economy Therefore, it will be significantly affected by market fluctuations; to growth, economic development, economic and trade cooperation, as well as import and export of goods
As for the Russian and Ukrainian markets, the leader of the Europe-America Market Department said that both Russia and Ukraine are traditional and important trade partners of Vietnam in the Asia-Europe region In terms of trade turnover, Russia ranked 1st, Ukraine ranked 6th
Therefore, if the Russia-Ukraine conflict continues for a long time, it will certainly seriously affect bilateral trade between Vietnam and the two countries
Because, this conflict is the cause of increasing prices in the market for some fuel products, raw materials for production and consumption such as gas - petroleum, wheat, aluminum, nickel, corn due to market share The production and export of the above countries is very large
According to statistics, Russia currently exports about 5 million barrels of crude oil per day, accounting for about 12% of global trade, and about 2.5 million barrels per day for petroleum products, accounting for about 10% of turnover global trade Russia is also a leading natural gas producer and its largest customer is Europe;
For aluminum and nickel products, Russia is also the world's third largest supplier As for wheat, Russia and Ukraine account for a quarter of the world's wheat export supply Therefore, if the tension between Russia and Ukraine continues to persist, it may cause many countries (including Vietnam) to face difficulties in the supply of these raw materials and fuels in the near future
US and Western sanctions targeting Russia's banking and financial systems have significant implications for commercial contract payments Specifically, these sanctions impact the use of the US dollar as a payment currency, potentially disrupting the settlement of many contracts in the near term.
In addition, the ruble exchange rate fluctuated, depreciating very strongly, causing some Russian importers to propose to suspend payment for 2-3 weeks to wait for the situation to stabilize
Regarding transportation and circulation of goods, currently some shipping lines have refused to accept orders to transport goods from Vietnam to Russia Freight rates will continue to soar along with shipping delays that will severely affect trade in goods
The air embargo will also lead to airlines having to choose longer routes, increased costs, increased pressure on the global logistics system and the price of goods
1.3 Diplomatic relations with other countries
Besides, there is one country that has the same and established diplomatic relations that is Cuba
The Cuban Communist Party is currently the only officially recognized political party in Cuba The Vietnam - Cuba relationship is a bilateral and intimate relationship between the two Socialist Republics of Vietnam and the Republic of Cuba Diplomatic relations between the two countries were established between the Government of the Republic of Cuba and the Government of the Democratic Republic of Vietnam As of January 2018, Vietnam has become the second largest trading partner in Asia investing in Cuba, after China The Vietnam - Cuba cooperation relationship has continuously developed over the years in all fields from politics and diplomacy to economy, trade, investment, science, technology and culture In recent years, with the efforts of the Vietnam - Cuba Intergovernmental Committee, the cooperation activities between the two sides have been continuously expanded and developed, especially in trade and investment cooperation positive results Cuba is geographically far away, but that is no longer a big problem hindering trade and investment cooperation between the two countries On the contrary, in the context of Vietnam's increasingly integrated integration and towards more distant target markets, Cuba is one of the effective investment options With its strength in the production of consumer and household goods, Vietnam can promote production to exploit the Cuban market and many other South American countries
Threats: The main raw materials are mainly imported, especially beer cannot lack wheat, which Russia and Ukraine account for a quarter of the world's wheat export supply Therefore, if the tension between Russia and Ukraine continues to persist, it may cause many countries (including Vietnam) to face difficulties in the supply of the above raw materials and fuels in the near future, especially the indispensable wheat of Vietnam beer market in particular and Sabeco in general
Vietnam's economic growth rate directly and strongly affects the growth rate of business lines In recent years, according to the General Statistics Office of Vietnam, Vietnam's economy has experienced strong growth The country's economic development rate in 2018 reached 7.08%, the highest in the past 10 years, decreased slightly to 7.02% in 2019 and in 2020 reached an estimated economic growth rate of 2.9% but is one of the few countries in the world with positive economic growth due to the impact of the covid pandemic According to the report, Vietnam's GDP is expected to grow by about 4.8% for the whole year of 2021 As a result, GDP for the whole year
2021 is estimated to increase by 2.58% compared to 2020 The reason is due to the Covid-19 epidemic seriously affected all sectors of the economy, especially in the third quarter of 2021, many key economic localities had to implement prolonged social distancing to prevent epidemics
It shows that in the years before the pandemic happened, the income of each individual was at a stable to increasing level, creating a demand for buying consumer goods, and the entertainment trend also developed significantly
13 The consequences of the current COVID-19 outbreak, which is affecting the economic growth of many countries, including Vietnam, should be restored and stabilized the demand for goods for Vietnamese people
Internal and External Analysis – Sabeco’s Potential
Develop SABECO to become the leading beverage group in Vietnam, having firm foothold in regional and international markets
1.1.2 Mission i Develop Vietnam’s beverage industry to keep pace with the world ii Promote the culinary culture of Vietnamese people iii Improve the quality of life by providing high quality, safe and healthy beverages iv Bring practical benefits to shareholders, customers, partners, employees and society v Satisfy and meet the needs of beverages under the international food safety standards “Food hygiene and safety and environmental protection” vi Fulfill obligations to the State on the basis of transparency in business vii Actively participate in community activities viii Ensure the development towards international integration
Picture 3: Core values of SABECO (source: SABECO, 2020)
Sabeco prioritizes product quality and employee well-being to secure its market position and align with Vietnam's sustainable development agenda With aspirations to become a leading beverage conglomerate, Sabeco aims to enhance its global reputation, solidifying its position as an industry leader.
NO Value Action i Heritage Brand Being loyal to traditional brands but constantly ii Continuous Improvement Innovating consecutively to repair drawbacks in manufacturing and enhance strengths
Being willing to rise learn, be more creative, and innovative to satisty rapid changing and vast demands of the market iii Coherence Accompanying with country to contribute to promoting social economic development
Provide a friendly workplace, where people/employees are supplied advantages to learn, create, and dedicate to success iv Cooperation for development Affirming and committing to the quality and reputation that Sabeco is bringing to consumers
Develop reasonable policies for partners to take part in and stick with Sabeco sustainably v Social responsibility Applying international standards on quality management, food hygience and safety, environment, and energy
Figure : Core values of Sabeco
Vision Mission Core value in line with the company's characteristics to help the company grow – – sustainably
Sabeco's organizational structure is a departmental structure This comes down to the fact that each department will be in charge of each obligation and each task This facilitates Sabeco operation to be flexible On the other hand, the failure of a department will not influence on other sections of the company
Sabeco's divisional structure ensures effective and logical responsibilities allocation across departments This structure offers significant advantages to the company.
Strengths : Confidently looking the future sustainable development.to of In the consolidated financial report for the second quarter of 2019, SABECO's restructuring strategy has begun to have proud results through positive figures Specifically, the company achieved net revenue of VND18,425 billion, up 8.5% in the same period last year, and profit after tax of VND 2,820 billion, up 15.2% compared to the same period last year
Sabeco's number of employees in 2021 was 8,135, down 3.11% compared to 8,388 in 2020 Nearly three times as many as rival Heineken, the number of employees working at Heineken is 3,500 The reason Sabeco's employees are down is that as a result of COVID-19 may be post-COVID-19 health that does not allow work, death from COVID, long migration, mental breakdown, During the outbreaks, SABECO ensured that no one's employees' jobs were laid off, no pay cuts, and SABECO often paid the bonuses of the past month
The number of workers with intermediate or higher qualifications accounted for 71.3% and the rest were professionally trained by Sabeco to meet the needs of the company thereby bringing the best efficiency to the job
For the beer-wine-beverage industry market, which focuses mainly on brewing, usually the subjects interested in this job are mainly men, male workers account for 73.8%
Currently, SAIGON SABECO Beer - Wine Corporation has a total of 28 members All have high levels of education at home and abroad such as chairman of the board of directors with a bachelor of science degree from the University of Singapore, general director with respectable professional qualifications such as Bachelor of Engineering majoring in Mechanical engineering and Manufacturing, Nanyang Technological University, Singapor; Heineken International Senior Management Course, Insead Business School (Fontainebleau - France) • SEM Singapore Executive Program, Tsinghua University, Beijing, China, and master's, doctoral, bachelor's degrees of other members
Strengths: The abundant workforce meets the production and business activities of the enterprise In addition, the recruits are all professionally trained by the company to help them try their best and from there there are professional initiatives that bring profit to the company
Besides, since Thais officially bought the dominant shares of Saigon Beer, Sabeco has continuously fluctuated in personnel
Specifically, after Sabeco dismissed the title of member of the board of directors for the 2013-2018 term with Mr
Vu Quang Hai, resigning as sabeco's deputy general director, he suddenly I'm leaving that job as Mr Nguyen Minh An Mr Nguyen Minh An has applied to quit his job at Sabeco from June 20, 2018, citing his own busyness A Sabeco board meeting on May 9 was also said to have taken a surprise turn when new Singaporean chairman Koh Pon Tiong did not mention the dismissal of the General Director and the appointment of a new CEO as expected Instead, he proposed adding a new Deputy General Director to perform the same function as the General Director
Weakness: a leader, the head of non-standard entails many threats to the business, its members, the workforce, A good leader will be a great motivator and traction for the operation, on the contrary, the whole team will not have the expected results Worse than failure
1.4 Brand name or brand equity
Sabeco moticates to conquer new achievements The company drives investment in the brand by creating and testing marketing strategies One of the biggest campaigns in 2019 in the consumer promotion program "Turn on Saigon Special beer to earn billions" This program has a larger scale as well as a more attractive gift structure compared to the 2018 campaign In view of the fact that in 2018, Sabeco has achieved many successes, the
30 company also takes advantage of this promotion program to pay tribute to the companion consumers.
On September 24, 2019, brand consulting company Mibrand Vietnam in association with Brand Finance officially announced the list of Top 50 most valuable brands in Vietnam in
2019 In which, 10 most valuable brands in 2019 in which Sabeco ranked 5th with a value of USD 1,225 million, an increase of 22.69% compared to 2018 This proud achievement is the result of the right implementation of brand strategies from rebuild the brand identity – system, renew and upgrade the logo image and messages in a professional and in-depth way, manage separate labels so that they still retain the traditional advantages but can is dynamic, friendly and modern in line with the general development trend The new identity, implemented since 2009, has proven effective over the past 6 years, giving consumers a positive impression of a business that is determined to change and constantly strives to develop globally area In the past 5 consecutive years, Sabeco has been honored in the Vietnam national brand program, growing very positively with revenue up to tens of trillions of dong per year
Strengths: Sabeco has been successful in creating its own identity Sabeco really becomes a traditional brand that is loved by consumers as well as becoming the pride of Vietnam
Stock Corporation (Sabeco) has just announced its consolidated financial statements for the fourth quarter of
Strengths Weaknesses Opportunities Threats Analysis – – –
Summaries Sabeco’s situation through the table below:
S1: Sabeco has been successful in creating its own identify Sabeco really becomes a traditional brand that is loved by consumers as well as becoming the pride of Vietnam
S2: Large, dedicated, skilled staff, sticking with the company
S3: Advanced production technology, staff with extensive marketing experience
S4: Is a business with a large market share, accounting for 40% of the market share of beer, wine beverage in Vietnam –
W1: The rate of development is not uniform in the manufacturing sectors
W2: Manybreweries but small scale, limited development planning, difficulty in synchronous management of product quality
W4: Saigon beer shrinks market share because of popular beer sales, due to reduced disposable income due to covid-19
O1: Consumer demand increases as Vietnam's population tends to increase
O2: No political risks, security, no conflict, no war, Vietnam has only one party, expanding diplomatic relations
T1: The influence of the state's anti-alcohol laws greatly affects sabeco, the consumption will gradually decrease as the state applies and sets other laws
T2: Fierce competition: The entry of many brands at home and abroad with photos negative effects and direct threats to SABECO when the brewery in recent years has always lost market share to competitors
T3: The main raw materials must be mainly imported
4 Strengths and weaknesses interrelate with external macro factors
SABECO 4.0 is a strategic program aimed at transforming the business model based on digital transformation This program focuses on transforming business processes, organizational structure, data collection and exploitation, improving information flow to help businesses make better decisions, improving governance structures, and automating business The goal is to optimize, standardize and automate the way all units work nationwide to affirm
SABECO's market leadership position in vietnam beer market In the current period, the Corporation will focus on transforming the sales and distribution model, including:
Develop comprehensive business support solutions to help SABECO achieve its business goals
• Standardize the sales process according to domestic and international standards
• Apply a synchronous sales solution system
• Monitor operations and forecasts based on big data sources
• Training to operate the new system
Sabeco 4.0 digital transformation project was officially launched in June 2020 with KPMG Vietnam In December
2020, SABECO signed a contract with FPT Ho Chi Minh Software Limited Company to implement DMS (Distribution System Management Solution) SFA (– Sales Team Automation) solution
In the current phase of SABECO 4.0, SABECO will focus on transforming the company's distribution and sales model, including establishing a comprehensive business support solution system to help SABECO achieve its objectives under its business development strategy; Standardize sales processes according to domestic and international standards; Applying a synchronous sales solution system; Focus and enhance the ability to monitor and control data-driven activities; at the same time, Human Resource Training is capable of operating new systems
SABECO 4.0 is a strategic program aimed at transforming the business model based on digital transformation This program focuses on transforming business processes, organizational structure, data collection and exploitation, improving information flow to help businesses make better decisions, improving governance structures, and automating business The goal is to optimize, standardize and automate the way all units work nationwide to affirm SABECO's market leadership position in vietnam beer market In the current period, the Corporation will focus on transforming the sales and distribution model, including:
Develop comprehensive business support solutions to help SABECO achieve its business goals
• Standardize the sales process according to domestic and international standards
• Apply a synchronous sales solution system
• Monitor operations and forecasts based on big data sources
• Training to operate the new system
Sabeco 4.0 digital transformation project was officially launched in June 2020 with KPMG Vietnam In December
2020, SABECO signed a contract with FPT Ho Chi Minh Software Limited Company to implement DMS (Distribution System Management Solution) SFA (– Sales Team Automation) solution
SABECO 4.0 prioritizes transforming its distribution and sales model by implementing a comprehensive business support system, standardizing sales processes, and deploying a synchronized sales solution The company emphasizes data-driven decision-making and monitoring capabilities while providing employee training programs to support the adoption of new systems, ensuring alignment with its business development strategy.
SABECO 4.0 project was launched in the third quarter of 2019 The selection of consultancy and project management units has been taken seriously by SABECO in accordance with the public tender process KPMG has been selected as the project management and advisory unit for SABECO for the period 2020 - 2021
W: Many breweries but small scale, limited development planning, difficulty in synchronous management of product quality
OW: helps optimize the sales process, facilitates the interaction and coordination between the sales team and distributors more effectively, thereby improving the competitiveness and capacity of the sales team as well as increasing product quality and service to customers.
Conclusion
The COVID-19 pandemic has had a significant impact on businesses worldwide, including Vietnam PESTLE analysis reveals the extent to which the external environment has affected companies like SABECO The analysis considers factors such as political, economic, social, technological, legal, and environmental influences, providing insights into the challenges and opportunities businesses face in the current economic climate.
Despite the economic challenges posed by the pandemic, SABECO, a leading beverage company in Vietnam, remains optimistic about its future growth prospects The company's CEO, Mr Bennett, highlighted a range of development projects underway during the annual general meeting in June 2020 While acknowledging the difficulties in replicating the success of the previous year, SABECO is committed to achieving positive business results.
Good as 2019 as much as possoble He claims in spite os suffering difficulties, SABECO is a fong- standing business, which possesses endurable resources ABECO is able to main stability in business a peration throughout the system
Besides, the board of directors implements controlling carafuly and strictly costs SABECO still has not advocated for cutting the cost of the “essential”
40 Intems but the company will consider expenses that are not really necessary
To sum up, based on SABECO strategies, the company centanly pvercome, recover and develop stronglyl.