THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE —- MARKETING
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FINAL EXAM ASSIGNMENT
Trang 41 Executive Summary:
The China market is regarded as one of the most promising for both local and foreign enterprises China is the 1th greatest trade power in the world, According to data from the General Administration of Customs of China (GAC) released on July 13, From January to June in 2022, import and export turnover increased by 9.4% compared to 2021 to 19.8 trillion yuan (about 2.94 trillion USD) In particular, exports increased by 13.2% compared to 2021 to 11.14 trillion yuan, while imports increased by 4.8% to 8.66 trillion yuan Besides, When it comes to drinks, consumers are no longer satisfied with making the thirst, but pursuing a better taste experience and higher
health needs The drinks with common flavor such as carbonated water, tea water and
other types are "immediately removed" As consumers are increasingly interested in the health of drinks, botanical protein and fruit juice and vegetables also occupy a foothold in the market Canned sugarcane juice of MIAHA is one of the most promising and rapidly expanding goods in China, with several rival brands Our team will investigate and develop MIAHA of TTC Co., Ltd in the China market over the next 5 years under the theme "INTERNATIONAL MARKETING PLAN FOR MIAHA IN CHINA” At the same time, it addresses concerns concerning the product's market potential, product supply, competition, the political climate, and Korea's advantageous qualities for developing tea goods of the company and difficulties that may arise while entering the market The study consists of the following main parts: Situational analysis, Analysis of the Internal Environment, Analysis of the External Environment, Target market description, International Marketing Goals and Objectives, Marketing Program, Evaluation, Measurement and Control
2 Introduction: 2.1: Company overview:
Thanh Thanh Cong Co., Ltd (abbreviated: TTC Sugar) is the leading producer of cane sugar in Vietnam The company currently accounts for about 30% of the sugarcane market share in our country Currently, TTC is the leading sugarcane company in the country in terms of vision and product portfolio with an area of nearly
64,000 hectares in 3 countries Vietnam, Laos and Cambodia
The company was founded in 1995 In 2017, the company officially changed its name to Thanh Thanh Cong — Bien Hoa Joint Stock Company The head office of the company is located in Tay Ninh, Vietnam
Trang 5position in the market Over 23 years of construction and development, the Company always aims at ‘Sustainable development with Vietnam sugarcane’ TTC sugar's products always receive the love of consumers because of their quality and reasonable price Popular products of Thanh Thanh Cong - Bien Hoa Sugar Co., Ltd include: Premium Refined Sugar, High Grade White Sugar, Molasses Products, TTC Miaqua Bottled Water, Bagasse
“+ Mission: Creating modern, sustainable agriculture and bringing energy - nutrition of natural origin, non-GMO
“+ Visson: Become a leading provider of agricultural product solutions with the leading sustainable product
“+ Core values: Effective, creative, integrity, spirit of mastery, pioneering
2.2: About MIAHA:
Miaha - Vietnam's first canned sugarcane juice was born from the aspiration of TTC sugar to bring this "national" beverage to consumers in a more fashionable, convenient form and thoroughly solve the problem of "clean sugarcane juice" With the current trend of caring about health, people who love sugarcane juice will hesitate Therefore, curbside sugarcane juice is no longer the most optimal beverage choice Seeing this great potential, TTC sugar has invested in researching and deploying the most advanced technology line to completely sterilize freshly pressed sugarcane juice and canning, allowing to "pack" 100% of the essence from nature With modern production technology, Sugarcane juice retains all flavors and minerals and VitaminC helps antioxidants and promotes health for the body Sugarcane will be widely distributed in 3 flavors: Sugarcane clogged, peach sugarcane and apple cane 2.3: Juice Beverage Market Size in China:
According to data from China Business Industry Research Institute, the data shows that in recent years, the market size of China's juice industry is comparable relatively
stable, increasing from RMB 115.33 billion in 2016 to RMB 127.20 billion in 2020,
with an average compound annual growth rate of 2.5% With deeper penetration into the juice beverage market, the China Business Industry Research Institute predicts that the market size of China's juice beverage industry will reach 137.58 billion people RMB by 2022
2.4: Competitive background of fruit beverage market
Trang 6Huiyuan Juice accounted for 14.6%, 11.6%, respectively , and 11.0% In addition,
Master Kong, Uni-President, "GuoBinFun", and Nongfu Spring are also behind, accounting for 9.8%, 9.2%, 8.5% and 8% respectively
Fruit beverage market share in China 2022
“iP
= Coca Cola = Weifan foods =Huiyuan Juice = Master Kong
a Uni-Present = Guabinfun a Nongfu spring = Others
Pic 1: Source China Business Intelligence Network (www.askici.com) The latest data shows that the top 10 fruit beverage brands in my country are Minute Maid, Nongfu Spring, Weiquan Daily C, Uni-President, Tropicana, Master Kong,
Vita Coco, Dole, Nongfu Orchard, SUNQUICK New In which, Minute Maid ranked
Trang 7China's fruit beverage brand index 2022 Minute Maid 9.9 Nongfu Spring 9.8 Weifan Daily C 9.5 Unipresent 9.2 Tropicana 9.2 Master Kong 8.8 VitaCoco 8.8 Dole 8.6 Nongfu orchard 8.3 Sunquick New 8.2 0 2 4 6 8 10 12
= China's fruit beverage brand index 2022
Pic 2: Source China Business Intelligence Network (www.askici.com) 2.5: Competitors:
2.5.1; Uni-President
Uni-President Enterprise was established in Tainan, Taiwan in 1967 After many years, Uni -President has developed into a comprehensive industry group in the mainland mainly focusing on instant noodles, beverages, dairy products, cakes, soy sauce and other products The fruit juice drink was awarded the title of "China Brand", and the Uni-Present brand was recognized as "China Famous Brand" Uni- President Enterprise owns fruit beverage brands and products such as Fresh Orange, Uni-President Fresh Orange, Uni-President Kumquat Lemon, Uni-Pie Rock Sugar Sydney and Fruit Duo
2.5.2; Nongfu Spring
Nongfu Spring was established in 1996 and the company is headquartered in Hangzhou, Zhejiang The company's main business includes packaged beverage products, tea-based beverage products, functional beverage products, fruit beverage products and other products Nongfu Spring holds a 25% market share in China's drinking water industry, ranking in the top three of the world's top drinking water markets Its juice products mainly include Nongfu Orchard, water-soluble C100, 17.5° and Nongfu Spring NFC juice line 100% non-concentrated juice
2.5.3 Master Kong
Trang 8and expanded its business into instant food and beverage since 1996; In March 2012, the company further expanded its beverage business, completed a strategic alliance with PepsiCo's beverage business in China, and began to become the sole responsible PepsiCo's manufacturing and filling, packaging, sale and distribution of non- alcoholic beverages in China In 2020, Master Kong's overall juice market share is 17.3%, ranking second in the market The company mainly owns beverage brands and products such as Master Kong fruit juice IP brand "Juice Master", Qingyang Guohui, Mango Cheese, 100% Tropicana and Guobinfen
2.5.4: Minute Maid
Minute Maid is the first company under Coca-Cola to enter the concentrated juice market and is the world's largest seller of juice drinks In 2005, Minute Maid launched "Fruit Orange” in the Chinese market, which has now become the number | ready- to-drink juice brand in China, while promoting China to become the largest market in the world for "Minute Maid" This is the first product of Coca-Cola's "Minute
Maid" brand to be launched in China, is one of the series brands under the Coca-Cola
Company and one of the largest juice brands world by sales Currently, it has been distributed in more than 100 countries
2.5.5: Famous House:
Founded in 1982, has extensive professional experience and has launched a variety of entertaining drinks with unique local characteristics , Mainland China and Global China region, becoming an international brand with global marketing capabilities Adhering to the concept of ‘safety and hygiene, pure quality’, in line with the integrity and pragmatism of the business, from the selection of raw materials to quality inspection, Famous house ensure that every operating process follows the high standards of strict quality control, in accordance with the principles of hygiene and safety., which have been certified by the government and international standards For a long time, the Famous House has always focused on quality and taste, has long focused on international vision and grasping market trends, just to create a popular
Trang 9+ Vietnam has favorable natural conditions for development for
sugarcane production « Affordable and reasonable price for
customers
- Fullingredients 100% natural - Being the first enterprise to produce
canned sugarcane juice in Vietnam « Modern sterilization technology
production line + The company has a lot of experience in exporting to foreign countries « Brand awareness is not high Vietnamese people are used to sugarcane juice sold on the roadside Opportunities Threats « With the current trend of health concerns, people who love sugar cane juice have to hesitate, no matter how much they love sugarcane juice Sugarcane juice is
no longer the most optimal beverage choice « High demand Chinese market for
healthy fruit drinks + Convenience goods are becoming
more and more popular among Chinese consumers
The Chinese brand loyalty level is quite high « Beverage market is quite
competitive
Vietnamese soft drinks in China
have no place in China
Unusual weather, unpredictable,
Trang 10(Source: https://danso.org/trung-quoc/)China's population will increase on average 11,658 people per day in 2022 Based on the current population analysis in China, it is predicted that the demand for consumer fruits is beneficial to health in general and the country Fruit in particular is still constantly increasing in the market of juice has a great chance of growing
4.2: Polictics & Law: 4.2.1: Polictics:
» State institutions: According to the People's Democratic Republic, mono- institute regime (since 1949)
» The Current Constitution was promulgated on December 14, 1982 and amended in 1998 According to the Chinese Constitution, the National People's Congress is the highest organ of state power in China
> Currency: Yuan > State agencies:
The Central Government of the People's Republic of China is divided among several state bodies:
o oO
President and Vice President: head of state, playing a ceremonial role is mainly National People's Congress: legislative body, equivalent to Parliament or
National Assembly, headed by the Chief Commissioner
Standing Committee of the National People’s Congress: the permanent working apparatus of the National People’s Congress, headed by the Chief Commissioner
State Council (synonymous with the constitution as the "Central People’s Government"): executive body, equivalent to the Cabinet, headed by the Prime Minister
The Prime Minister is the head of the State Council and manages ministries and ministerial-level agencies
26 ministries, 2 ministerial-level agencies, 13 affiliated organizations and 2 offices under the State Council; at the head of each Ministry is the Minister Central Military Commission: military branch, headed by the Chairman and
commander-in-chief of the national armed forces including the People's Liberation Army (PLA), People's Armed Police (PAP) and Militia
Trang 11o State Supervisory Commission: branch that monitors and investigates corruption in other agencies, headed by the Chairman
The Legal Power of the Communist Party is guaranteed by the Constitution and its position as the supreme political body in the PRC is exercised through comprehensive control over the state, military and media
> Head of state:
The President is the head of state of the People’s Republic of China, responsible for China's foreign affairs Since the 1990s, the president has been responsible for setting a common policy and directing its implementation and assigning responsibility for implementation to the Prime Minister of the State Council
> Legal system
The Chinese government continues to focus and make efforts to promote legal regulations After the Cultural Revolution, China's leaders aimed to develop a comprehensive legal system to curb abuses of power and revolutionary excesses In 1982, China's People's Congress recognized a new constitution that emphasized the rule of law under which any party leader who came to power was theoretically responsible
Since efforts to establish a legal system began in 1979, more than 300 laws and regulations, mostly in economic sectors, have been enacted The use of mediation committees — citizens’ notice groups that resolve about 90 percent of China's civil disputes and some small criminal cases free of charge to parties — is one of the
creative tools There are more than 800,000 such committees in both rural and urban
areas
Legal reform became a priority for the government in the 1990s The law was designed to modernize and professionalize the nation's lawyers, judges, and enacted prisons
In 1994 the Administrative Procedure Law allowed citizens to sue officials for abuse of power or dishonesty In addition, criminal laws and regulations relating to criminal procedure were amended to introduce important reforms The criminal law abolishes "counterrevolutionary” crimes, although many people are still incarcerated for such crimes Criminal procedure reform also encourages the establishment of a more
transparent vetting process
China's constitution and laws provide basic human rights, including demands for fairness, but these are often overlooked in practice In addition to other judicial reforms, the Constitution was amended in 2004 to include both the protection of