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presentation report analysis of the companys microenvironment and macroenvironment

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  • 2.2 Macroenvironment:  .1. Political and legal factors (16)
  • 3. Analyze the results of the market research:  1 Television Advertising (19)
  • 5. Recommendations and Conclusion (33)
  • 6. Reference (34)

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Habeco has since grown to become one of the largest and most well-knownbeer brands in Vietnam, with a market share of over 18% as of 2020.Habeco''''s product portfolio includes a wide range

Macroenvironment:  1 Political and legal factors

- Vietnam is attempting to develop a market economy, develop and complete policies, legal systems, and sub-laws to create standards that are effective in creating a favorable environment to promote business development However, alcohol is a product whose use is discouraged by the state.The government has issued and will continue to issue many policies that have an impact on the beer-refreshing and refreshing industries to ensure a harmonious development for the whole society Therefore, the management and business activities of businesses are more or less affected, which is unavoidable Most recently, in 2019, the government issued decrees on the use of alcohol when participating in traffic, reducing the consumption of products related to alcohol, such as beer.

As the world gradually emerges from the COVID-19 pandemic in 2022 and 2023, economic recovery is underway but faces challenges amid ongoing geopolitical uncertainties and complex domestic situations One notable trend is the rise in consumer prices as countries ease lockdown restrictions and other pandemic-related measures.

In Vietnam, one of the countries with high economic growth in the region with an average GDP growth of 8.02% in 2022, the Philippines is 7.5%, India is 7%, China is 4.4%, and South Korea is 2.6%, but the inflation index reaches 3.14% compared to 2021's 1.84%. Vietnam still holds the top Asian position and is third in Asia in terms of beer consumption (2.2% as of 2022), after Japan and China, consuming 3.8 million liters of beer every year.

- This is a factor that has a significant impact on beer production enterprises and Vietnam's beer industry Vietnam's population is currently more than 86 million people and has a young population structure, so the demand for beer consumption is very high Vietnam is not heavily influenced by religion, so alcohol consumption is high Vietnamese people drink beer not only during holidays (Tet) but also in their daily lives For Vietnamese people, the restaurant is always crowded after work is a very familiar image.

Vietnam's alcohol culture is shifting, with consumption now often accompanied by food, blurring the lines between drinking for enjoyment and drinking as part of a dining experience This trend has unintended consequences, as the Ministry of Health's survey reveals that 44.2% of male alcohol users in 2015 consumed alcohol at hazardous levels Furthermore, alcohol consumption is concerningly high among young males, with 24.6% of boys aged 13-17 using alcohol in 2019.

Technological advancements have revolutionized the beer industry by introducing modern machinery and superior raw materials These advances have resulted in a wider range of beer types and packaging designs, enhanced labor productivity, reduced energy consumption, and laid the foundation for increased efficiency in production processes.

- On September 12, 2016, the Minister of Industry and Trade issued a decision to approve the planning for development of Vietnam's beer, wine, and beverage industry by 2025, with a vision to 2035 focusing on investment in renovation Modern equipment and technology This has had a significant effect on the beer industry, improving product quality Reduce the consumption of raw, natural materials and expand the beer export market.

- The disparity in scientific and technological development between countries such as the United States, Japan, and Europe is too great to foster fierce competition, putting losses and weakness on the side of businesses Vietnam As science and technology advance, there are no conditions to invest in and apply new technology to improve the quality of domestic products because we lack capital and labor The lower amount and the higher fake wall lead to more difficult competition.

-Rượu bia là nguyên nhân gây ra hơn 40.000 ca TỬ vong mỗi Năm - Hoạt động của địa phương(no date)Cổng thông tin Bộ Y tế Available at: (Accessed: March 5, 2023).

-VnExpress (2023)Kinh tế Việt Nam 2022 Qua Các Con SỐ,vnexpress.net VnExpress. Available at: (Accessed: March 5, 2023).

-Tổng Quan VỀ Việt Nam(no date)World Bank Available at: https://www.worldbank.org/vi/country/vietnam/overview (Accessed: March 5, 2023).

Analyze the results of the market research:  1 Television Advertising

Beer Hanoi, a popular beer brand in Vietnam, uses several marketing channels to express its marketing efforts and convey its messages to the target audience Some of the key marketing channels used by Beer Hanoi include:

Beer Hanoi effectively leverages television advertising to captivate viewers through memorable jingles, slogans, and visually stimulating ads These advertisements highlight the brand's rich history and cultural roots, emphasizing the traditional brewing techniques that distinguish Beer Hanoi as a unique local offering.

2 Social Media Marketing: Beer Hanoi uses social media platforms like Facebook and Instagram to reach out to its target audience, share updates about new products, and engage with customers The brand often runs contests and promotions on social media to create buzz and attract new customers.

3 Sponsorships and Events: Beer Hanoi sponsors various events and festivals in Vietnam,such as the Hanoi Beer Festival, to increase brand visibility and create positive associations with the brand The brand also hosts its own events, such as the Beer HanoiFestival, to showcase its products and engage with customers.

4 Outdoor Advertising: Beer Hanoi uses outdoor advertising channels such as billboards, banners, and posters to reach a wider audience The brand often uses bold and colorful visuals, accompanied by witty taglines, to capture the attention of passersby.

-> In terms of conveying messages, Beer Hanoi's marketing efforts typically focus on emphasizing the brand's authenticity, quality, and local roots The brand's marketing messages often highlight the traditional brewing techniques used to create their beer, as well as the brand's connection to the city of Hanoi and its rich cultural heritage In addition, Beer Hanoi's marketing often highlights the brand's commitment to sustainability and environmental friendly practices, which may appeal to environmentally conscious consumers.

- Habeco's form to survey the level of trust in Hanoi beer products:https://docs.google.com/forms/d/e/1FAIpQLSeicM8XwGFVeJvd3EKF5swzB_6Lb0exF8vvloRHac4TriyB0w/viewform

The demand for beer today is very popular and used quite popular today.And according to the overview of the alcohol market in 2022:

● Vietnam is considered the fastest growing beer market in the world. Specifically, it ranks 3rd in Asia.Vietnam is considered the fastest growing beer market in the world Specifically, it ranks 3rd in Asia in terms of output, although the total population is only ranked 15th in the world with 96.2 million people Report by Euromonitor International shows that the growth of the middle class and young people has caused beer consumption in Vietnam to nearly triple between 2004 and

2018 The average household beer consumption in Vietnam has increased by as much as three times 30% in the period 2013-2018, reaching 43 liters/household.

● As a fast-growing beer market, from January 1, 2020, the regulation on penalizing drivers with alcohol content has caused a sharp drop in sales of Vietnam's beer industry Many pubs now offer taxi or motorbike taxi services at a discount, even free of charge, for drinking customers to improve the situation However, beer sales still dropped significantly.

Vietnam's beer sales may face a significant decline of at least 25% due to stringent alcohol content regulations implemented on January 1, 2020 These measures aim to curb alcohol-related accidents, a concern highlighted by the World Health Organization (WHO), which reports an alarming 79,000 alcohol-related deaths in Vietnam annually This regulation aims to promote public health and reduce the societal impact of alcohol misuse.

● Under the new regulations, motorcyclists can be fined up to 8 million VND, double the old fine, and may have their driving license revoked for two years For car drivers, the fine can be up to 40 million VND and the driver's license will be confiscated The new law also requires alcohol advertisements to include a health warning, and stores that sell alcohol to display signs that do not sell to people under the age of 18.

And our group, after a small survey, found that the percentage of people who use beer the most is between the ages of 18 and 25, accounting for about 97%.

And the status of beer use by gender, in this group, men account for a high rate of 54.3% compared to 45.7% in women.

People's use of beer has many different purposes, but most people use beer to make a beverage that is very popular today.

Here are some ideas drawn from the survey on the group's beer use policy:

● Quality control of beers, prevention of fake/fake alcohol.

● Strengthen communication to raise people's awareness of the risks to health when using alcohol.

● Enhance and improve the efficiency of the management of craft beer and unlabeled beer.

4 Analysis of current 4P marketing strategy

Drawing on a century of brewing expertise, modern equipment, and a dedicated team, HABECO has established its Hanoi Beer brand as a trusted and celebrated choice From Hanoi Steam Beer to Premium Hanoi Beer, each product line combines exceptional quality with distinct style, capturing the hearts of beer enthusiasts in Vietnam and beyond.

● Draft Beer: Also called Bia Hoi, this kind of beer has been a famous product ofHABECO for a long time HABECO Bia Hoi is often cool, fresh, and pure with a natural flavor Draught beer of HABECO is being sold under three types: 50-liter and30-liter kegs (mostly for beer restaurants ) and 2-liter kegs (for individual use) These products are around 450,000 VND (22.5USD) for 50-liter and 30-liter kegs, while the price for a 2-liter keg is around 35,000 (1.75USD) per keg.

● Bottled Beer: This is a recently released product of HABECO It has higher sanitary conditions than Bia Hoi but the fact that it is bottled might turn Bia Hoi fans off, for it is no longer fresh to taste Bottled beers of HABECO are now packaged in two types of bottles: 450ml and 330ml with the prices fluctuating between 9,000 VND and 15,000 VND (0.45 to 0.75 USD) per bottle Buying a keg of 20 bottles is much lower at roughly 195,000 to 220,000 VND (9.5 to 11 USD) per keg.

● Canned beer: First introduced to Vietnamese beer lovers in 1992, up to now, Hanoi Canned Beer 330ml with an alcohol content of 4.6% has always been a product chosen by many consumers The canned beer of HABECO is getting popular, though Heineken still dominates the domestic market This beer has the same quality as other products of HABECO, but it is more portable since it is light and easy to carry around. The price for each box of 24 canned beers is approximately 200,000 to 210,000 VND

(10 to 11 USD) or 8,500 – 10,000 VND (0.44 – 0.49 USD) per retail can.

True to the traditional style of beer enjoyment of Hanoi people, Hanoi draft beer since its inception has always been warmly received by Hanoi diners, and both domestic and foreign tourists, the product is the choice favor for intimate meetings in the capital Beer has an alcohol content of about 3.5%, is relatively mild, has a cool feeling, is very suitable for refreshments, "fun" for meetings Accordingly, the price of 6 cans of Hanoi draft beer 500ml The price ranges from VND 90,000 to VND 105,000, while the price of 24 cans of Hanoi draft beer 500ml selling range from 345,000 VND to 380,000 VND/barrel.

Recommendations and Conclusion

Established for nearly 130 years, Habeco has been at the forefront of Vietnam's beverage industry for over half a century By leveraging its century-old tradition and modern technology, Habeco has won the hearts of countless consumers globally To maintain its success, Habeco's marketing strategy must revolve around a deep understanding of its target market, a distinct value proposition, and an adaptable marketing mix that responds to evolving market dynamics.

A good marketing strategy should begin with a thorough understanding of the target audience, their needs, and preferences Habeco company should conduct market research to gather data on their target audience, including demographics, behaviors, and attitudes towards their products.Once Habeco company has a clear understanding of their target audience, they can develop a unique value proposition that sets them apart from their competitors The value proposition should clearly communicate the benefits of Habeco company's products and how they meet the needs of their target audience Despite emphasizing the local origin, Hanoi beer should also be aimed at expanding its appeal in Vietnam by highlighting unique aspects with other brands such as Sabeco.This can be achieved by testing new beer production, flavor and packaging design Habeco companies should monitor key performance indicators (KPIs) such as sales, customer, and market share, and adjust engagement strategy accordingly.

Ngày đăng: 08/05/2024, 12:46

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