mkt101 individualassignment

2010: Welcoming the 1st cow to Vietnam and launching TH true MILK.2011: Opening TH True Mart and implementing the project "For Vietnamese stature".2012: International Dairy conference an

MKT101 – INDIVIDUAL ASSIGNMENT

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TH True Milk

I Introduction of the company

1 Company history

TH True Milk (TH Milk Food Joint Stock Company), belongs to the TH Group The enterprise was established in 2009 under the financial advice of North Asia Commercial Joint Stock Bank, chaired by Mrs Thai Huong

2010: Welcoming the 1st cow to Vietnam and launching TH true MILK 2011: Opening TH True Mart and implementing the project "For Vietnamese stature"

2012: International Dairy conference and Launching of UHT Fresh Milk Nutrient Added

2013: Launching TH True Yogurt and Opening Ceremony of TH Fresh and Clean Milk Plant

2014: Launching Home Delivery Services, TH School Milk, TOPKID formula fresh milk for children of 1-6 years old

2015: Achieving a record of Asia’s biggest centralized dairy farm with Hi-tech application in Asia, launching pasteurized fresh and clean TH true MILK, launching TOP TEEN formula pasteurized drinking yogurt

2016: Winning 3 awards at Gulfood Dubai International Fair and launching TH True BUTTER and TH True CHEESE

THTrue MALT, TH True ICE CREAM and receiving the National Brand Logo for the third time in a row

2019: Becoming the first Vietnamese enterprise to be granted a transaction code allowing the export of fresh milk products to China

2020: Importing 1,620 high-yielding HF dairy cows from the US to the cow farm

in Nghe An, Vietnam and launching TH true JUICE

2021: Launching TH true RICE

2 Products

Currently, TH True Milk offers many different product lines Popular product lines of the brand can be mentioned:

- Dairy products: pasteurized fresh milk, TOPKID formula fresh milk, natural yogurt, nut milk TH True Nut, pasteurized drinking yogurt

- Butter and cheese products: Natural unsalted butter, Mozzarella cheese sticks

- Beverages: TH True Juice, TH True Rice

- Purified water TH True Water

- Ice cream: ice cream cones, ice cream flavors, box ice cream

3 Vision

TH Group aspires to become the leading manufacturer in Vietnam in the field of clean food derived from nature With serious and long-term investment combined

class food brand trusted by everyone, loved by everyone, and proud of the nation.

4 Mission

With the spirit of being close to nature, TH Group always tries its best to nourish the body and soul of Vietnam by providing food products derived from nature - clean, safe, fresh, and nutritious

5 Core values

TH True Milk is built on 5 core values: “For True Happiness”, “For Community Health”, “Completely from nature”, “Environmentally friendly – Excellent mindset” and “Harmonizing interests”

II Microenvironment

1 The company

About the company's leadership team, Mrs Thai Huong is the founder and the Chairman of the Board of Directors She is also the director and vice president of North Asia Commercial Joint Stock Bank She is the person who leads and brings

TH true MILK products to many customers.About the staff, TH true MILK owns

a team of highly qualified, eager-to-learn, and quick learners The production staff

is all trained by experts and farmers in Israeli dairy farming techniques.Although appearing on the market for a short time, TH true MILK has increasingly proved its superiority in the Vietnamese dairy segment The companyhas introduced to the market more than 70 products on the basis of fresh milk The company is always aiming for the path of clean fresh milk products, clean food, and clean drinks According to market retail measurement data in November2018, TH true MILK grew by nearly 22% in volume and 30% in revenue Up to now, TH true MILK market share in the fresh milk segment in urban retail channels has reached 40%

TH's criterion is to only import purebred high-yielding cow breeds from the most developed livestock countries in the world, excellent breeds, for the best yield and quality of milk HF cows are imported from New Zealand, The US, Canada, etc are not only a sure source of seeds to help improve milk quality and yield, but also have proven their ability to adapt well to the hot and humid climate of Vietnam In order to provide food for the cows, TH also has a raw material field

of more than 2,000 hectares with corn, sorghum, sunflower, Mombasa grass (USA) Regarding packaging, in the past, TH used packaging from Tetra Park (Sweden) - the world's number 1 supplier of UHT packaging However, with the increase in consumers, TH has ordered Combibloc packaging from SIG company (Germany) - this is one of the leading suppliers of systems and packaging TH won over 20 international contractors, officially owning the Tate & Lyle sugar factory This is the source of the sugar the company uses

3 Marketing intermediaries

With the goal of serving clean products to the people of Vietnam, TH True Milk is implementing a wide distribution strategy to create conditions for everyone in need of clean products to have access to its products This company built nearly

300 TH True Mart stores to distribute products directly and conveniently to consumers TH True Milk also cooperates with domestic product distributors such

as supermarkets, and groceries to bring products to all consumers In addition, TH continues to promote the use of communication channels such as VTV, HTV, SCTV,… uses social networking sites such as Facebook, TikTok, Instagram, banners to run ads, cooperates with KOLs to advertise products, and uses e-commerce sites to bring products to consumers

4 Competitors

At the time of 2009 when TH True Milk decided to enter the dairy market, in Vietnam, there were many milk brands both domestic and foreign with many

lady, Nestle,…

Among them, Vinamilk currently holds the largest market share and is still holding steady and constantly increasing its market share Considering the price,

TH True Milk is also at a disadvantage when TH True Milk sets a higher price than its competitors A 500ml box of TH True Milk owner's milk costs 31,000 VND compared to a 1L box of Vinamilk priced at 55,000 VND Therefore, with fierce competition from outside the brand, TH True Milk must be extremely balanced in every step of the brand in the future

5 Competitive advantages

- Stable investment capital from North Asia Commercial Joint Stock Bank

- Modern milk production lines and systems are imported directly from Australia

- The largest and most advanced factory and farm in Southeast Asia

- Products are always renewed

- Self-sufficient input materials

TH True Milk focuses on female customers, aged 15 to 35 and focuses on audiences from 25 to 35, or objects in urban areas, focusing on large cities with active, modern, and important living, taking care of yourself and your family's health

With the motto "Rise to Vietnamese stature", the TH True Milk statue is aimed at all ages in society TH True Milk's products are aimed at families with young children and those who like natural products

III Macroenvironment

1 Demographic

The population of Vietnam is estimated at 98,564,407 people, an increase of 830,246 people compared to the population of 2020 The proportion of the population under 15 years old is 24.3%, from 15-64 years old accounts for 68%, and those aged 65 and over account for 7.7% As a densely-populated country with a high population growth rate of 1.2% per year, Vietnam's dairy market has always been assessed as having great potential The trend of young families is increasingly popular, replacing the traditional multi-generational family Along with the planned birth campaign, each family has only 1 to 2 children, combined with the trend of improving the health and stature of the Vietnamese people, the

According to World Bank, from 2002 to 2020, Vietnam's GDP per capita increased 3.6 times, reaching nearly 3,700 USD The poverty rate (according to the standard of 1.9 USD/day) dropped sharply from more than 32% in 2011 to less than 2% The average income per capita also tends to increase

The growing economy, combined with the trend of improving the health and stature of Vietnamese people, makes the demand for dairy products always keep a high growth rate According to statistics, milk consumption per capita in Vietnam

is 27 liters/person/year and is forecasted to continue to increase by 7-8% This is a good opportunity for TH True Milk to expand its market and increase revenue

3 Natural

Vietnam's climatic advantages are diverse, with a humid tropical monsoon climate There are cold and highland areas such as Sa Pa, Moc Chau, Da Lat, suitable for raising dairy cows and growing raw materials such as grass,… TH dairy machines and farms are located in Nghia Dan, Nghe An, where there are favorable conditions for the development of the dairy industry However, the hot and humid nature of Vietnam's climate also makes milk easy to go rancid if not stored properly This requires an appropriate and safe method of preserving fresh

sustainable development”, production of yogurt plastic spoons and straws made from bioplastics

4 Technological

TH dairy farm system is applying Israel's dairy technology, using an electronic foot-worn chip (Pedometer) to manage the herd, automate the control of the milking system and milk quality, control disease… help to manage quality accurately and effectively

The stage of milking and preserving raw milk is completely closed Raw fresh milk before being transferred to TH clean fresh milk processing factory is randomly sampled to check nutritional and food safety criteria At TH milk processing factory, milk continues to be processed and packaged in a closed cycle, managed with the world's most modern measurement and control technology: Simen, Danfoss, and Grundfoss

Vietnam's political environment is very stable The legal system is increasingly being improved, creating favorable conditions for businesses to do business The government also has policies to encourage investment in dairy farming areas and applies tax policies on imported dairy products This is a good opportunity for THtrue MILK to develop its production scale, get closer to dominating the domestic market, surpassing competitors, and create strengths when competing with foreigndairy products

6 Cultural

The cultural level is developing and improving day by day, along with the rapid and wide urbanization speed to grasp the tastes of customers who are aiming for clean food that TH True Milk since its inception has affirmed itself as a brand name on the market is "clean milk", and people are focusing on nutrition more and more, drinking milk is becoming a habit and becoming very popular Increased income along with a better understanding of the benefits of milk has led

the appearance of the TH True Milk brand has created a bright spot for Vietnamese dairy products When a large-scale fresh milk processing process meets international standards in Vietnam This is the new beginning in the investment trend of a generation of investors with fresh and innovative thinking