masan consumer and analyze its marketing environment

Masan Consumer and analyze its marketing environment.IIntroduction to the companyMasan Consumer Joint Stock Company Masan Consumer, formerly known as Viet TienTechnology - Engineering -

Individual Assignment

Class code: MKT1811 Subject code: MKT101 Full name: Đào Hải Yến Roll number: HS171272

Masan Consumer and analyze its marketing environment.

I Introduction to the company

Masan Consumer Joint Stock Company (Masan Consumer), formerly known as Viet Tien Technology - Engineering - Trading Joint Stock Company, specialises in manufacturing processed foods and condiment products After many conversions, on June 10, 2015, the company changed its name to Masan Consumer Goods Joint Stock Company

Masan Consumer Joint Stock Company (Masan Consumer) is currently rated as one of the largest consumer goods companies in Vietnam The company is currently manufacturing and distributing a wide range of food and beverage products, including condiments (fish sauce, soy sauce, chilli sauce), convenience foods (instant noodles, convenient breakfasts, etc.) benefits), and beverage products (instant coffee, instant cereals and mineral water) The company started its operations in 2000 and has since successfully developed its product portfolio and distribution system to establish its leading position in the market of branded food and beverages in China Vietnam Masan Consumer has created the most loved and trusted brands in Vietnam such as Chin-su, Omachi, Kokomi, Nam Ngu…

1 Company history

● In 1996, Viet Tien Technology - Technology - Trade Joint Stock Company was

● In 2003, changed its name to Masan Industry and Trade JSC

● In 2008, renamed Masan Food Joint Stock Company (Masan Food)

● In 2011, it changed its name to Masan Consumer Corporation (Masan Consumer)

● In 2015, signed a strategic partnership with Singha Asia Holdings (Thailand)

● 2016-present year: continue to promote production and business activities

2 Products/services offered

Masan Consumer Company manufactures and distributes consumer goods such as instant food, condiments, bottled water, coffee, household consumer goods, etc

● Convenience food industry: Instant noodles: Omachi, Kokomi, Tien Vua; all kinds

of box noodles Chinsu breakfast set: beef noodle soup, chicken vermicelli stewed with bamboo shoots, Nam Vang noodle soup

● Spices industry: Chinsu Broth mix, Chinsu Chili sauce, Chinsu Ketchup, Chinsu Chili Garlic soy sauce, Fish sauce: Chinsu, Nam Ngu, Tam Thai Tu

● Bottled beverage industry: Vivant mineral water, Vinh Hao, Wake-up 347

● Coffee: Vinacafe, Wake-up Café

● Processed meat industry: Ponie sausage, Heo Cao Boi sausage, Heo Cao Boi meatballs

● Personal and home care category: Detergent: Joins 2 in 1

3 Vision

● To be Vietnam’s leading consumer company by sales, profitability and brand recognition;

● To meet the daily needs of Vietnam's 90 million evolving consumers;

● To be the destination for top talent and to be recognized as the best workplace in Vietnam; and

● To be the symbol for quality and a source of pride among Vietnamese

4 Core values

● Leadership:

● Entrepreneurship

● Passion for winning

● Integrity

● Trust

I Marketing Environment

I The company’s microenvironment

1.1 The company

Masan Consumer is one of two subsidiaries of Masan Consumer Holdings - a member of Masan Group Corporation, headquartered in Ho Chi Minh City, Vietnam Masan ranked 7th in the list of Top 50 most valuable brands in Vietnam

2016 and ranked 2nd in the consumer goods industry

1.1.1 Top management:

● ADMINISTRATIVE COUNCIL

- Chairman of the Board of Directors: Mr Truong Cong Thang

- Member of the Board of Directors: Mr Nguyen Thieu Quang

- Member of the Board of Directors: Ms Nguyen Hoang Yen

- Member of the Board of Directors: Mr Danny Le

● BOARD OF DIRECTORS/CHAIN ACCOUNTANT

- General Director: Mr Seokhee Won

- Deputy General Director: Mr Pham Hong Son

- Deputy General Director: Ms Nguyen Hoang Yen

- Chief Financial Officer: Mr Huynh Viet Thang

- Chief Accountant: Ms Phan Thi Thuy Hoa

grow from 20% to 30% However, the situation in Ukraine starting in February

2022 is expected to cause oil prices, materials and packaging prices to rise, leading

to an increase in inflation, affecting consumer spending behavior As a business operating in the consumer staples industries, we realize that high inflation will affect the Company’s revenue and profit plans Therefore, the final 2022 financial budget is still pending and shall be presented in greater detail at the 2022 Annual General Meeting

1.1.3 R&D

● Masan’s in-house research and development team, Masan Consumer R&D is composed of approximately 75 employees tasked with improving the range and quality of their products The R&D team works closely with Their marketing team

to develop products that meet the demands of Vietnamese consumers, such as the

mushroom that we introduced in 2013 to provide the complete breakfast solution for consumers

● Masan R&D aims to enhance Masan Consumer’s competitive position and reputation as one of the most unique and effective food companies in Southeast Asia by providing high value and superior quality products

● Masan Consumer’s ability to innovate is proven by numerous successful developments, which include:

➔ "Low-salt” Chin-su sauce

➔ "No-urea” Nam Ngu sauce

➔ "Zero trans-fat oil” and "No color chemical dyes” for Tien Vua noodles

➔ "Chewy noodles strand" for Kokomi

➔ "Real chicken & mushrom retort pouch" for B'fast

● Masan R&D is one of the most advanced R&D centers in Vietnam The R&D division has developed seven new formulas to date that previously did not exist in the seasoning processing industry, and has the capability to launch approximately

30 new products each year

1.1.4.Operation

● Department:

- Accounting department

- Supervisory Board

- Board of Directors

- Board of Directors

- Audit department

- Sales department

- Administration department

- Human Resources department

- Customer Service department

- Commercial department

- Organizational capacity development department

- Supply capacity development department

- Product Development Department

- Finance Department

- Law Department

● Factories:

- Masan has many production factories scattered throughout Vietnam's provinces such as Binh Duong, Ho Chi Minh City, Bien Hoa, Phu Quoc, Hai Duong, Binh Thuan, Quang Ninh, Nghe An

1.2 Marketing intermediaries

- Wholesalers, representatives, and retailers at supermarkets and on e-commerce platforms are examples of Masan Consumer's marketing intermediaries In ten provinces, Masan has 15 manufacturing facilities As a result, these middlemen always guarantee the products' availability as well as their services and advertising practices It can lower distribution costs while also adapting effectively to each area

- Resellers: Wholesaler, Agency, Retailers, Supermarket chains like Go!, Mega, Winmart and Winmart+ mini supermarket system,

- Lazada e-commerce platform

- Financial intermediaries: Techcombank

1.3 Competitors

- Vina Acecook, Masan and Asia Food account for 80% of the market share, so these are the two biggest competitors of Masan Especially Acecook, according to Euromonitor statistics, Acecook Vietnam is currently the largest instant noodle

create core competitiveness, differentiate or low cost to bring outstanding benefits

to customers Please delve into the instant noodle industry, Masan's strongest competitor is Vina Acecook, with the same target market, with the same marketing strategy

- These two opponents are two quite calm opponents of Masan To compete with Micoem for tom noodles and fish sauce, with Vina Acecook for shrimp noodles, Masan has made great strides since entering the consumer goods industry, so far Masan has captured 36% of the market share, which is mainly taken from Vina Acecook As for the current fish sauce, Masan has dominated 80% of the market share But not because of that, being subjective, Masan always finds ways to change himself, change products to meet market needs, renew himself, and make a difference is Masan's long-term strategy

1.4 Customers

- Customers: are individuals, groups of people, businesses that have needs and ability to pay for goods and services of the business that have not been met and expect to be met Customers are very diverse, different in terms of children, gender, income level, place of residence, consumption preferences and position in society

- Masan Consumer’s customers include customers who are final consumers (retail customers) and also intermediate customers (agents, supermarkets)

- Masan targets women, housewives, cooks These people often Always pay attention to each family's meals, always choose good, delicious products at reasonable prices for the family

- Masan believes that anyone who has not used the company's products is a potential customer without using any of the company's products The company needs to reach and conquer them

1.5 Suppliers

Masan Consumer is always looking for suppliers in the market to minimize costs to

be able to compete with other businesses As one of the largest enterprises in

II The macroenvironment.

1 Demographic

The current population of Vietnam (or Viet Nam) is 99,619,932 as of Saturday, February 11, 2023, based on Worldometer elaboration of the latest United Nations data

(1) Higher number of female employees in the workforce,

(2) High urbanization rate

(3) Busier lifestyle

(4) Increased investment in marketing activities

These trends will make major changes to the consumer market such as:

(1) High demand for convenience foods

More than 95% of Vietnamese families use fish sauce and dipping sauce in their daily meals Understanding that, Masan targets the market segment that is the majority of Vietnamese households with two types of markets: the high-end market and the mid-end market- With a strategy of focusing on the high-end market segment Masan Food Joint Stock Company offers Chinsu fish sauce, soy sauce, yellow flower Chinsu sticky rice, and high-class Chinsu fish sauce with salmon flavour

2 Economic

Vietnam's economic scale increased 12 times, per capita income increased 8.3 times, export-import turnover increased 29.5 times, and foreign direct investment (FDI) increased

22 times

across our all of our operations which we believe can be achieved without sacrificing business performance

Thorough waste treatment and sustainable resource usage are critical components of our decision-making process across all of our businesses, from the manufacturing of consumer products to processing minerals Whenever a new project is under development, we take into account any potential adverse impact to the environment to develop mitigation and compliance plans before groundbreaking

Our Legal and Compliance department, together with our Safety, Health, and Environment department are responsible for nation-wide compliance and monitoring of environmental laws and regulations In addition, the technical department of each of our operating subsidiaries carries out sample testing of waste discharge on a periodic basis to monitor compliance with relevant environmental laws and regulations

4 Technological

With the right investment in bringing innovations and techniques into new product development, Masan Consumer spent $3 million to build a world-class R&D Center in

Vietnam Currently, Vietnam's communication technology has been developing strongly, helping businesses promote the company's image and products easily to consumers Masan Consumer focuses on investing in strong brand building, which has enabled many brands

to quickly gain market share in the condiments, convenience foods and coffee industries

In 2022, Masan will digitalize this platform into an integrated system from manufacturing, logistics, and distribution to 100 million consumers Masan has transformed from a retail consumer group to a digital platform to satisfy customers' unmet demands and promotes their consumer tech journey The move not only cuts 10 percent of operating costs but also makes use of AI and ML to improve operations In accelerating digital transformation, Masan aims for $4.33 billion in revenue in 2022 and to grow 10,000 owned stores and 20,000 franchised ones to serve 30-50 million consumers by 2025 This also helps Masan Consumer's products to be further developed

5 Political

In addition to being one of the largest taxpayers in the provinces where Masan have operations, they have been working directly with local people to promote job creation and improve their quality of life Simultaneously, they believe in giving back to the

communities where we operate through sustainable initiatives that empower people who are experiencing a variety of challenges

6 Cultural factors

Vietnam is a mixed culture of 54 ethnic groups, both integrating and having unique cultural features Talking about the taste of the three regions of North - Central - South, each place has its own taste Therefore, creating products that can meet the needs of people across the country is a challenging issue for food businesses

References

Link 1: https://www.masangroup.com/

Link 2: https://www.masanconsumer.com/category/masan-info/

Link 3: https://www.masanconsumer.com/

Link 4: https://www.oxfordeconomics.com/

Link 5:

https://www.un.org/en/climatechange/climate-adaptation?gclid=CjwKCAiAuaKfBhB tEiwAht6H74eAAqblZsNrQVXnHS-g8jqaqwP6DOUSTOdJsiLQOMksaE0Xo04fXR oCaJQQAvD_BwE