final report topic the sale plan of masan

General introduction Masan Consumer company, whose full name is Masan Consumer Goods Joint Stock Company, is the company ranked 2nd in the consumer goods industry 7th in the list of Top

ASSIGNMENT TABLE

Ngo Phuong Uyen 22000732

100% Nguyen Thi Hong Anh 22011540

100%

100% Nguyen Nhat Phuong Linh 22000690

100% Phan Thanh Truong 22000257

100% Nguyen Nhu Cat Tien 22014772

100%

RECOMMENDATIONS OF LECTURER

2.ANALYSIS OF BUSINESS ENVIRONMENT 14

2.1 Macro Environment (PEST) 14

4.BUILDING A SALES PLAN 30

4.1 Build sales goals 31

4.2 Sales execution 45

4.3 Supporting marketing activities 52

CONCLUSION 61

REFERENCES 62

ACKNOWLEDGMENTS

The team would like to express our deep gratitude to lecturer Phan Minh Tuan for accompanying our team in particular and the Sales Management class in general He has transformed 15 chapters of the subject over 15 weeks into effective but equally interesting lessons

Thanks to the creative methods of the lecturer, our class not only grasped the theoretical knowledge but also applied it in practical situations belonging to this profession

In addition, the team also thanked Hoa Sen University for establishing a suitable learning path for Marketing students so that students can equip themselves with the most necessary background knowledge for the future occupation

List of Tables

Table 1: Products of Masan 10Table 2: SWOT Analysis 12Table 3: List of Winmart supermarket in Ho Chi Minh City (Source: winmart.vn) 51

List of Figures

Figure 1: Competitors of Masan 16

Figure 2: Short-term targets (Source: masangroup.com) 19

Figure 3: 2010 Awards & Recognition (Source: masangroup.com) 20

Figure 4: Delivery in Vietnam (Source: masangroup.com) 23

Figure 5: Distribution (Source: Masan.com) 24

Figure 6: Masan business system 26

Figure 7: Net revenue of Masan group from 2014 to 2021 (Source: statista.com) 27

Figure 8: FMCG in Vietnam (Nielsen Data) 32

Figure 9: Instant Noodles all the World (Viettimes.vn) 32

Figure 10: Masan Consumer Report 2021 35

Figure 11: Masan Consumer Report 2021 38

Figure 12: Masan Consumer Report 2021 39

Figure 13: Masan Consumer’s Report 2021 40

Figure 14: Masan Consumer Report 2021 40

Figure 15: Products with high revenue (Masan Consumer’s Report 2021) 41

Figure 16: Masan Consumer Report 2021 42

Figure 17: Masan Consumer Report 2021 42

Figure 18: Revenue of instant noodle companies in Vietnam (Source: CafeF.vn) 43

Figure 19: Masan's instant noodle industry revenue (source: CafeF.vn) 44

Figure 20: Position of Masan Noodles 52

INTRODUCTION

To achieve optimal efficiency, a business needs to closely manage different stages in the business, such as revenue, marketing, production, To equip students with basic knowledge on strict management, each stage will have a corresponding subject to add more knowledge to students Sales Management is one of those subjects This course is exactly a subject that helps students understand many different methods of revenue management and from there can come up with a sales strategy in line with the goals set by the business

The course consists of 15 chapters with contents such as strategic planning, customer and market analysis, sales force development, sales cycle management, etc are divided as exercises under many forms such as survey, interview, direct calculation by formula, during 15 weeks

At the end of the course, each group will have to make a report in planning a sales strategy for a business that the group has selected Then present that report at weeks 14 and 15

1 COMPANY OVERVIEW 1.1 General introduction

Masan Consumer company, whose full name is Masan Consumer Goods Joint Stock Company, is the company ranked 2nd in the consumer goods industry (7th in the list of Top 50 most valuable brands in Vietnam 2016)

Masan Consumer manufactures and distributes major food and beverage products including soy sauce, fish sauce, chili sauce, instant noodles, instant coffee, instant cereals, and bottled beverages In addition, the company has also recently expanded its business in the fields of packaging technology, food processing, and information technology (Trí, 2016)

The company has exported its products to many countries around the world such as the United States, Canada, France, the Czech Republic, Poland, Germany, Japan, Russia,

1.2 History of formation and development

• Masan started the food industry in 1996 when he established Viet Tien Technology - Industry - Trade JSC, specializing in spices

• In 2000, Minh Viet Import-Export and Industry Joint Stock Company was established, specializing in trade and import-export

• In 2002, the first product Chin-su Soy Sauce was introduced to the market • In 2003, Viet Tien Company and Minh Viet Company were merged,

renamed Ma San Industry - Trade Joint Stock Company, and launched Chin-su high-class fish sauce products on the market

• In 2007, the company introduced a range of products such as Tam Thai Tu soy sauce, Nam Ngu fish sauce, and Omachi instant noodles

• In 2008, Masan Industry - Trade Joint Stock Company changed its name to Masan Food Joint Stock Company (Masan Food)

• In 2011, Masan Food Joint Stock Company changed its name to Masan Consumer Goods Joint Stock Company (Masan Consumer)

• In 2011, Masan Consumer acquired a controlling stake in Vinacafé Bien Hoa Joint Stock Company, marking the company's expansion beyond the food sector

• At the end of 2015, Masan signed a strategic partnership with Singha Asia Holdings Pte., Ltd (Thailand), expanding the business market to ASEAN countries

1.3 Products of Masan

Masan Group's products are extremely diverse and multi-industry because the group is involved in 5 business fields including retail, food & beverage, branded meats, financial services and highly technical materials However, the report focuses on developing a sales plan for products in the FMCG industry which is managed by Masan Consumer Holdings, so the team only focuses on data related to this field in this part of the report

Table 1: Products of Masan

Products nameBrand nameProducts image

• Soy sauce • Fish

sauce • Tomato

sauce • Chilli sauce

• Chinsu • Nam Ngu • Tam Thai

Tu

Instant Food

• Instant noodle • Instant

pho • Instant

vermicelli

• Omachi • Kokomi • Chinsu

Beverage

• Coffe powder • Mineral

water • Beer

• Vinacafé • Wake-Up • Vinh Hao • Vivant

Quang Hanh • Faith • White

Lion

Processed meat

• Sausage • Meat ball

• Ponnie • Heo Cao

Boi

• The staffs have good knowledge of the domestic market, a lot of experience in the international market with foreign partners

• Many brands quickly gain market share thanks to strong brand building

• A leader in the condiments, convenience foods and coffee industries

• Abundant resources • Vast ecosystem

• Extensive distribution and agent system

• The company owns the most

• The large ecosystem leads to a complex and difficult apparatus to manage

• The company has not been able to adapt to unforeseen changes in business activities in the industry or in economic conditions, which greatly affects the strategies of the company

• The production process is "closed", the management is strict

• Saving cost because Masan performs 2 roles: supplier and retailer

O (Opportunity)

• The company takes benefit from preferential export policies due to joining to WTO

• Demand for export consumer goods is increasing due to the increase of population and income

acquisition of prestigious brands such as Phuc Long, Vinmart,

• Competitive pressure in attracting labor when there are many potential competitors and foreign big brands in the market

• The exchange rate between Vietnam dong and other foreign currencies is tending to increase along with inflation leading to higher import prices of production materials

2 ANALYSIS OF BUSINESS ENVIRONMENT 2.1 Macro Environment (PEST)

2.1.1 Political

The policies relating to institutional markets and legislation can have an impact on the viability and development of any industry These are factors that affect all enterprises in a territorial territory

Stabilization: This feature is very significant The firm must abide by this guideline of institutional elements of a region they want to penetrate It is difficult to draw investors into a national economy if the government does not have a policy with sufficient and transparent criteria Without the instability and conflict in government policy, the stability of the political conflict's constituent parts fosters favorable conditions for commercial operation As the government promotes economic growth through public spending and by encouraging investment and exports, the outlook for Vietnamese consumers is favorable

Tax policy: have an impact on the company's revenue and profit, including consumption tax and income tax A transparent tax system and clear tax policies are advantageous for business investments Additionally, assistance from the government with tax policy will be a favorable prerequisite for businesses to enter the Vietnam market (MASAN, 2019)

reached 8.83%; estimated at about 8% for the whole year (the target is 6 - 6.5%) Agricultural growth reached 2.99%, industry and construction reached 9.44%, services reached 10.57%; The service sector has grown vibrant again thanks to the control of the epidemic The economic recovery took place quite evenly among localities, in which many localities achieved high growth rates (MASAN, 2019)

2.1.3 Social

Cultural and social values are characteristics of consumers in each nation or territory, and these traits are shared by all of them Vietnam is the 13th most populous nation in the world, with an estimated population of about 86 million Vietnam's population has been steadily increasing since the 1990s as a result of a marked improvement in living conditions, and it is anticipated to grow by one year (MASAN, 2019)

2.1.4 Technological

If a company wants to thrive in a cutthroat industry, this is one of the important elements to consider These effects are primarily caused by trends in technical progress, the rate at which new technologies and products are developed, the capacity for technology transfer, and governmental policies that encourage technology Government support for technological advancement is a long-term strategy, and in the food industry in particular, this is a primary priority for businesses and organizations (MASAN, 2019)

2.2 Micro Environment 2.2.1 Customer

Ten years ago, consumers only interacted with Masan products in the kitchen, in the store With the new ecosystem, Masan wants to create interactions anytime, anywhere, more suitable for the Vietnamese market with a large number of Gen Z

consumers, young customers who are willing to spend but prioritize new experiences and convenience-oriented shopping channels

Masan made a major transformation in 2019, when it purchased the Vinmart store system from Vingroup By integrating the retail channel, Masan was progressively able to transition from the role of a manufacturer to the FMCG ecosystem The integration of Phuc Long beverage, Phano Mart pharmaceutical, Techcombank banking service, and Mobicast (Reddi) telecommunications service into Winmart, Winmart+, and "closed" supermarkets is the next step in Masan's ongoing expansion of the value chain This is done in accordance with the mini-mall model Customers can find everything they need, including basics, financial services, healthcare, and (MASAN, 2019)

2.2.2 Top Main Competitors

Masan's top competitors include Nestle, Unilever, Kraft Heinz, Ajinomoto, Acecook, Uniben, Nam Duong, Trung Nguyen, Nutifood, Vissan, Coca Cola, Suntory PepsiCo Vietnam, Tan Hiep Phat (MASAN, 2019)

Figure 1: Competitors of Masan

2.2.3 Supplier

Masan Group has strict requirements for the raw materials it uses, and they ask both local and foreign suppliers to show certificates of food safety, hygiene, animal quarantine, and sound agricultural practices (mof.gov.vn, 2022)

3 BUSINESS ACTIVITIES 3.1 Business strategy

3.1.1 General strategy

Masan Consumer aspires to be the premier consumer firm in Vietnam by concentrating on four key strategic areas:

Strategy for sectors

In selecting "where to play," Masan Consumer employs a strategic strategy Among their sector selection criteria are:

- Food and beverage categories with a substantial market opportunity and a market size of at least $500 million

- Markets in which they can create a premium brand while generating high margins (average gross margins of at least 30%)

- Competitive environments in which the market is dominated by state-owned firms or is fragmented with a clear route to consolidation

- Markets where they may provide value by concentrating on local flavor and wellness

- Employ and motivate a world-class experienced management team by making them business owners

Financial control

Masan follows a strict budgetary plan:

- Aim for 30%+ gross margins, which will allow us to retain our strong marketing approach and spend in acquiring and consolidating company platforms in order to achieve long-term leadership

- Deploy minimal capital expenditure - for new categories, we have an asset light entry approach in order to focus on delivering a 25%+ ROE

- Use a "cash on delivery" methodology to optimize our working capital situation and assist fund our expansion

Prioritize growth

Masan is focused on expanding this platform in order to become a market leader They focus on transferring customers to premium brands and influencing consumer behavior to increase consumption in their existing categories In the same time, they penetrate both high growth neighboring categories and new appealing categories that meet their sector strategy through inorganic expansion, using premium brand halo and an underleveraged platform (Consumer, 2022)

3.1.2 R&D strategy

Masan Consumer R&D, Masan's in-house research and development team, consists of roughly 75 individuals tasked with enhancing the range and quality of their goods In order to create products that satisfy Vietnamese consumers' needs, the R&D team collaborates closely with the marketing team Examples include the Omachi noodles with spaghetti sauce that were introduced in 2010 to target customers in the premium segment and the B'sfast congee with real chicken and

mushroom that was introduced in 2013 to offer consumers a full breakfast solution

By offering high value and superior quality goods, Masan R&D hopes to improve Masan Consumer's competitive position and reputation as one of the most distinctive and successful food companies in Southeast Asia

Numerous successful innovations by Masan Consumer, including the following, serve as evidence of its capacity to innovate:

- "Low-salt” Chinsu 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 & mushroom retort pouch" for B'fast

One of Vietnam's most cutting-edge R&D facilities is Masan The R&D section may introduce about 30 new items a year and has created seven novel formulae that were previously unheard of in the seasoning processing sector (Consumer, 2022)

Figure 2: Short-term targets (Source: masangroup.com)

Figure 3: 2010 Awards & Recognition (Source: masangroup.com)

3.1.3 Marketing strategy

The marketing and branding methods used by Masan have been crucial to the company's success Their marketing department had more than 80 full-time personnel as of December 31, 2012, split into two divisions: brand development and market operations

Branding

Masan has embraced an umbrella brand approach to connect with a variety of consumer demographics In order to satisfy the needs of consumers with varying levels of wealth, each of the main product lines has both a premium brand (Chin-su brand for sauces, the Omachi brand for instant noodles, and Vinacafe for instant coffee) and a mass-market brand (Nam Ngu brand and Tam Thai Tu for sauces, Sagami and Kokomi for noodles, and Wake Up and Phinn for instant coffee) The addition of product variations enhances our ability to market to customers with diverse buying preferences and geographic locations

They zealously protect their brands against third parties' resale and violation Masan uses their distribution network to keep an eye on the goods produced by their rivals If they become aware of any significant trademark infringement, they will take all necessary precautions, including legal action, to safeguard their brand's reputation

Marketing

Masan uses television commercials as a main marketing tool to reach its target audience These 15 or 30 second promos highlight the goods' health advantages, deliciousness, and affordability Their marketing division assesses the amount of commercial spots needed to promote their products effectively with media agencies, and then arranges for the acquisition of the appropriate time slots across the country Masan Consumer has more than 52,696 television advertisement spots in 2012, with each viewer seeing them an average of 507 times They also engage in a range of other marketing strategies, such as outdoor advertising campaigns and in-store promotions

Product management

The success of Masan has been greatly influenced by its product management strategy They oversee their present brand portfolio by target market and, within each product group, per product segment As an illustration of their shared branding approach, Chin-su serves as an umbrella brand for premium soy, fish, and chili sauces, while Omachi serves as an umbrella brand for instant noodles In addition to maximizing brand value, this creates economies of scale in advertising and promotion and builds a reputation for high quality throughout their product lines (Masan, masangroup, 2022)

3.2 Supply chain & distribution 3.2.1 Supply Chain

The supply chain of Masan is divided into five major divisions: purchasing, planning, logistics, warehousing, and production

Procurements of materials

Among Masan's primary raw materials were:

• Anchovies, dried vegetables, soy sauce, chiles, and different flavorings and spices for sauces

• Flour, palm oil, dried veggies, and different flavorings and spices for instant noodles

• Coffee bean, soluble coffee, sugar, creamers, and numerous flavorings and spices are used to make instant coffee

• Paper labels, carton boxes, polypropylene or paper-based cups/bowls, plastic bags, and glasses are all key components of the production cost

At Masan’s headquarter in Ho Chi Minh City, their purchasing section is in charge of sourcing and negotiating with suppliers for all of our raw materials Their subsidiaries then engage into the agreements negotiated by the purchasing team with our suppliers Masan's purchasing team is always in charge of identifying and keeping the most reputable vendors to satisfy our needs To maintain consistency and high quality, the department presently procures raw materials from approximately 160 vendors through long-term contracts

Suppliers having a lengthy track record of reliability with us are called "certified suppliers" and will be retained on long-term contracts This technique reduces the risk of working with suppliers that underperform by missing deliveries, offering goods of varying quality or that are not in accordance with requirements, or abruptly raising costs

Facilities for production

Masan presently has six manufacturing plants in Binh Duong, Tan Binh, Phu Quoc, Hai Duong, Dong Nai, and Binh Thuan These facilities enable us to produce goods with consistent flavor and texture, enhancing the quality of our brands

Masan expanded the Binh Duong factory to handle the growth in sales volume that they have seen since 2007, and they anticipate that it will become our primary

manufacturing facility The first phase of this development, which was finished in 2010, was devoted to automating the fish sauce production line The third phase of development, which will contain our automatic soy sauce and chili sauce production lines, is planned to be completed by early 2014

Masan recently opened the new Vinacafe Bien Hoa location This Long Thanh Industrial Park facility will enhance Vinacafe's instant coffee production capacity by 3,200MT per year

Warehouse & Logistics

Masan operates five distribution facilities strategically positioned in the provinces of Binh Duong, Tan Binh, Da Nang, Hung Yen, and Hai Duong to offer items to our distributors within 24 hours after placing an order In 2012, these distribution locations combined handled over 800,000 pallets

The map and table below depict the locations of distribution facilities throughout Vietnam, as well as a description of the number of distributors, salespeople, and places of sale by area as of December 31, 2012 (Masan, masangroup, 2022)

Figure 4: Delivery in Vietnam (Source: masangroup.com)

3.2.2 Distribution

Masan has created a nationwide distribution network that spans all 64 provinces of Vietnam and includes more than 164,000 places of sale All of the major modern trade channels, such as supermarkets, hypermarkets, and convenience stores, as well as the conventional, mostly independent local operators, are represented in their network By the end of 2012, they had developed exclusive ties to 180 distributors and 1,628 hardworking sales representatives throughout Vietnam

Growth of Points of Sale (POS)

Masan runs five distribution facilities that are well situated in the provinces of Binh Duong, Tan Binh, Da Nang, Hung Yen, and Hai Duong This allows us to deliver items to our distributors within 24 hours after receiving an order Over 800,000 pallets were handled by these distribution hubs combined in 2012 They offer regional exclusivity to their distributors in order to help them across Vietnam, and they collaborate closely with them to ensure the efficiency of their sales force and efficient coordination

A group of 188 sales supervisors oversee the activities of the distributors and sales representatives for their goods They gather sales data and meet daily to report back to us on the effectiveness of our distribution network If distributors and salespeople reach and surpass their quotas, they will get incentives (Masan, masangroup, 2022)

on Wednesday revealed that the contribution of consumer companies' revenue in 2021—minus that from feed and Masan High-Tech Materials—was 68 percent Core NPAT Pre-MI is anticipated to expand by 32 to 84 percent from 3.8 trillion VND in 2021 to be between 5 trillion VND and 7 trillion VND (excluding one-time gains/losses and the feed segment)

Masan reported consolidated net revenue of 88.6 trillion VND in 2021, an increase of 14.8% yearly In the most recent quarter, net revenue increased by 10 annually to 23.8 trillion VND EBITDA, or earnings before interest, taxes, depreciation, and amortization, increased by over 16.4 trillion VND (58.1%) year over year, mostly due to the CrownX (TCX), which saw EBITDA rise by 72.9% Compared to 1.23 trillion VND in 2020, reported core net profit after tax post-minority interest (NPAT Post-MI) increased by 593.9 percent to 8.6 billion VND Despite COVID-19 having a negative influence on shop development, innovation launches, supply chain, and manufacturing operations helped Masan Consumer Holdings' (MCH) integrated consumer-retail platform, CrownX (TCX), increase its net sales last year by 6.9% to reach 58 trillion VND In the most recent quarter, net sales increased 12.6 percent, indicating increasing momentum going into 2022 Separately, WCM generated 30.9 trillion VND in net sales last year, a decrease of 0.3% from the previous year despite the network rationalization in 2020 that resulted in 668 fewer retail locations starting in 2021 than at the beginning of 2020 WCM opened 387 net new mini-stores in 2021 despite COVID-19 restricting store growth

The meat division of Masan MEATLife (MML) generated 4.5 trillion VND in net revenue in 2021, an increase of 88.6% from 2.4 trillion VND in FY2020 20 percent of the capacity of factories that process pork is now being used The segment turns profitable at a 26 percent utilization rate, which is anticipated to happen this year Branded pork anticipates generating net sales of between 5 trillion and 6.5 trillion VND, an increase of 11% to 45% year over year (excluding feed segment) Masan High-Tech Materials (MHT), on the other hand, produced record net revenue of 13.6 trillion VND in 2021, EBITDA of 3.1 trillion VND, and

NPAT Post-MI of 196 billion VND, all of which were fueled by high demand and pricing for its goods The outcomes for MHT support both its choice to buy the worldwide tungsten business from H.C Starck and its aspirations to enter the mid-stream hi-tech chemicals market (VNA, 2021)

Figure 7: Net revenue of Masan group from 2014 to 2021 (Source: statista.com)

In 2022

In 2022, the largest profit year in Masan Group history, earnings multiplied seven times Unaudited management accounts for the first half of 2022 from Masan Group Corporation were revealed on August 1 and showed a 123 percent increase in earnings

The first half of 2022 saw massive earnings for Masan Group The deconsolidation of the feed business was mostly to blame for the 12.5% fall in Masan's consolidated net revenue to $1.54 billion in H1 2022 from $1.76 billion in H1 2021 In the first half of 2022, net sales increased by 9.1% on-year (excluding 2021), led by expansion at Masan High-Tech Materials (MHT) and high-single digit expansion at Masan Consumer Holdings (MCH) (Masan, Vir, 2022)

The integrated consumer-retail ecosystem known as The CrownX (TCX), developed by Masan and incorporating WinCommerce (WCM) and MCH, saw a 2.2% year-over-year increase in net sales to $1.11 billion in the first half of 2022 Despite a difficult climate for inflation, TCX produced $136.14 million in

EBITDA in 1H2022, up 11.7%, and $49.2 million in net profit after tax before minority interests, up 68.7% year over year Even though WCM's sales decreased by 1.1% to $612.6 million, its EBITDA increased by 5.7% year over year to $13.5 million With five supermarkets (WinMart) and 301 minimarkets (WinMart+) going up in the first half of 2022, WCM will have added to its total of 127 WinMart and 2,873 WinMart+ sites, increasing its store count year to date

WinMart outlets inside Vincom malls had an increase in revenues of 2% year over year In H1 2022 and Q2 2022, respectively, WinMart revenue increased by 1.4% and 9.9% on-year after adjusting for the high base impact

The H1 2022 results for MCH were similarly strong, with net sales of $528.68 million, up 7.7% year over year, and EBITDA of $122 million, up 11.5% Despite challenges from inflation, MCH increased its H1 2022 gross profit margin by 60 basis points to 40.2% compared to H1 2021 because of successful commodities hedging and higher average selling prices In the first half of 2022, the EBITDA margin remained at 23.1%

In the first half of 2022, Phuc Long Heritage generated $35.1 million in sales, up 38.5 percent year over year, and $5 million in EBITDA, down year over year owing to significant investment in kiosks that are currently ramping up In the first half of 2022, Masan Group posts enormous profits The deconsolidation of the feed industry caused Masan MEATLife's (MML) income to decrease by 81 percent year over year to $83 million in H1 2022, which was completely made up of sales of meat products (Masan, Vir, 2022)

Masan anticipates stronger market circumstances and a more effective distribution system to help MML's results in H2 2022 The performance of MEATDeli and 3F Viet is anticipated to improve as a result of improved rates of utilization at MML's processing facilities, with product line expansion and expanded availability (growing of WCM network and other channels) producing higher revenues starting in Q3 2022 Due to robust demand and growing material prices, MHT produced

net revenue of $347.6 million in the first quarter of 2022, up 33.0% year over year, and EBITDA of $77.9 million, up 52.6% year over year (Masan, 2020)

The related firm of Masan, Techcombank, reported a profit before taxes of $604.5 million, an increase of 22.3% over the previous year Please visit the bank's website for more specific results Due to the outcomes, Masan's H1 2022 consolidated EBITDA increased by 17.5% year over year to $314.2 million, with an EBITDA margin of 20.4% compared to 18.9% in H1 2021 This growth was primarily caused by MHT, whose EBITDA increased by 52.6%, and TCX, whose EBITDA increased by 11.7% year over year Consolidated EBITDA increased 6.5% year over year in H1 2022 on a reported basis In H1 2022, net profit after tax (NPAT) pre-mI increased to $133 million, growing by 122.7 percent reportedly and by 211.8 percent like-for-like After minority interests, NPAT Post-MI increased to $110 million in H1 2022, increasing by 163.3% on a reported basis and 345.4% on a like-for-like basis In H2 2022, WCM is expected to open more than 800 new shops 100 franchised stores will be among the new ones that will be opened Underpinning the new mini-mall shop idea is Masan's Point of Life strategy, which will debut in Q3 2022 (Masan, 2020)

For the rest of the year, MCH concentrates R&D efforts on a select number of important categories, such as spices, convenience foods, and processed meat, in order to produce significant gains In the meanwhile, PLH speeds up the opening of high-performing flagship stores in H2 2022 to increase sales and profits

4 BUILDING A SALES PLAN

Masan Consumer Joint Stock Company, which produces processed foods and condiments, was formerly known as Viet Tien Technology, Engineering, and Trading Joint Stock Company (Masan Consumer) The company changed its name to Masan Consumer Goods Joint Stock Company (MCH) on June 10, 2015, following a number of conversions Currently, the largest shareholder of MCH is Masan Consumer Holdings Co., Ltd (a subsidiary of Masan Group JSC), holding up to 94.72% of the total shares of MCH In addition, the current number of treasury shares accounts for 2.48% of the total shares of MCH Masan Consumer's business philosophy is "Every day, we improve our material and spiritual lives of Vietnamese consumers”

One of the biggest consumer products companies in Vietnam right now is Masan Consumer Joint Stock Company (Masan Consumer) The company produces and sells a wide variety of food and beverage items, such as condiments (fish sauce, soy sauce, chili sauce), convenience meals (instant noodles, convenient breakfasts, etc.), and beverage items (instant coffee, instant cereals and mineral water)

One of Masan Consumer's two primary noodle brands, along with Kokomi, is a part of the Masan Group Joint Stock Company (MSN) The first instant noodle product in Vietnam manufactured with potato fiber is known as Omachi Modern manufacturing techniques are used throughout the Omachi Noodle production

process, from the choice of raw materials through processing and packaging All are shut down under the rigorous control of food professionals

Users can use the items with confidence because they don't include any dangerous ingredients or preservatives The first instant noodle product in Vietnam to contain potato fiber is called Omachi Scientists from the UK Food Research Institute claim that the kukoamine found in potatoes has skin-beautifying, dark circle-reducing, health-improving, sleep-inducing, and blood sugar-lowering properties Because Omachi offers so many different kinds of noodles, a lot of consumers are familiar with the brand

Since 2020, there have been widespread outbreaks of Covid throughout both Vietnam and the rest of the world As a result, while the entire nation is working together to combat the epidemic, outside food delivery services are not operating and instant noodles are not readily available Even though it is a known food, it is essential in the household COVID-19 has had an impact on eating out and shopping channels in addition to general behavior As a result, our team will examine the current sales trends for Omachi Instant Noodles in the FMCG sector at Masan Consumer as well as the company Masan's forthcoming sales initiatives for this brand

4.1 Build sales goals

4.1.1 Bases for building goals a Overview market situation

The world: The World Instant Noodles Association (WINA) estimates that there will be 544.8 billion servings of instant noodles consumed worldwide between 2017 and 2021 This amount is expected to reach 118.1 billion servings in 2021 alone, up 11% from 2019 and up 1.39% from 2020

With 53.63 billion servings, or 45.3% of the world's total consumption, Asia, particularly Northeast Asia (China, Korea, and Japan), consumes the most instant noodles requisite in 2021 The second is Southeast Asia, which has five major