After 46 years of establishment, with more than 25 years of "mainstream" experience international war, Vinamilk is proud to represent the brand country in the journey to bring Vietnamese
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MINISTRY OF EDUCATION & TRAINING
tS HUTECH Đại học Công nghệ Tp.HCM HOCHIMINH CITY UNIVERSITY OF TECHNOLOGY
BASIC PROJECT
The company’s key competitive strategic of Vinamilk
Discipline: INTERNATIONAL BUSINESS Major: PRINCIPLES OF MANAGEMENT
Supervisor: Nguyen Minh Lam Giang
Student’s name :
Ho Chi Minh City, December 12, 2023
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TABLE OF CONTENTS
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I Introduction
1 1 History
Vinamilk is the short name of Vietnam Dairy Products Joint Stock Company, which
was established in 1976 In addition to strong domestic distribution with a network of 244 distributors and nearly 140000 sates points covering 63 provinces and cities After 46
years of establishment, with more than 25 years of "mainstream" experience international war, Vinamilk is proud to represent the brand country in the journey to bring Vietnamese milk to the international level participates in the Top 40 largest dairy enterprises in the
world in terms of revenue and is in the Top 10 most valuable milk brands Global With
total consolidated revenue reaching 60,075 billion VND, Vinamilk currently owns and
manages more than 40 units The campus includes a system of factories, farms,
branches
both at home and abroad
2 Vision and Mission
2.1 Vision
To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products
2.2 Mission
To deliver the most valuable nutrition to community with all respect, love and
responsibility
3 Products
Vinamilk commits to bring you the nutrition solution with international standards,
meeting the needs of consumers with delicious and nutritious products and leading
favorite brands in market such as: Vinamilk liquid milk, Vinamilk yoghurt, Longevity
sweetened condensed milk, Southern Star Sweetened Condensed Creamer, Dielac
powdered milk, Vfresh Fruit Juice, etc
UHT Fresh Milk UHT Nutritious Milk
Sink nash Malki &, Nutritious; Malkiom
UHT Fresh Milk - Vinamilk Green UHT Vinamilk Flex
Farm
UHT Fresh Milk - Vinamilk 100%
Organic
Vinamilk UHT Fresh Milk With Bird's
Nest
L4
H H
=
Pasteurized Fresh Milk
Vinamilk Fresh Milk 100%
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Product for pregnant
and breastfeeding women
Optimum Mama Gold
Dielac Mama Gold
* Baby food
Infant Cereals
Ridielac Gold Infant Cereal
Optimum Gold Infant Cereal
Nutrition product for Adults
Kenko Haru
Sure Prevent Gold
Sure Diecerna
Canxi Pro
Vinamilk Nutritions
* Spoon Yogurt
Mainstream Yogurt
Plain Yogurt
Aloe Vera Yogurt
Fruit-flavored Yogurt
Yogurt for Kids
Susu Yogurt
* Product for pregnant & infant
Product for infant
Pedia Kenji
ColosGold YOKOGOLD Optimum Gold Dielac Alpha Gold Dielac Grow Plus with Colostrum Dielac Grow Plus with Bird’s Nest Dielac Grow
Dielac Alpha
* Nutrition product for Adults
Premium Yogurt
Premium Yogurt
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* Yogurt Drink and Juicy Milk Drink
UHT Yoghurt Drink Probiotic Drinking Yogurt
Vinamilk SuSu UHT Yoghurt Drink Vinamilk Probi Probiotic Drinking
Yogurt
Vinamilk Yomilk UHT Yoghurt Drink
VINAMILK Juicy Milk Drink
Vinamilk Hero Juicy Milk Drink
* Condensed Milk
Sweetened Condensed Milk Sweetened Condensed
Ông Thọ Creamer
Southern Star Tài Lộc là TT,
* Plant-based Milk
Soymilk Nutmilk
Vinamilk Fresh milk Soymilk Super Nut 9 Kinds Of Nuts Vinamilk Goldsoy Soymilk Vinamilk Walnut Soymilk Vinamilk Double Calcium Soymilk Vinamilk Almond Soymilk
Vinamilk Red bean Soymilk SỮA DAU NANH
KHONG DUONG
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* Beverage
Vfresh Fruit Juice Vfresh tea
Orange Juice 99,9% Artichoke Drink — Less sugar
Apple Juice Artichoke Drink — Sugar Free
Grape Juice Green Tea Aloe Vera TT TT Peres
Orange Nectar Grape Juice Drink Aloe Vera Wien viền vfền f a xen
Guava Nectar mm res -†T?~ =
Peach Nectar a he
Coconut Water Salty Lemonade
Vinamilk Cocofresh Icy
Purified drinking water
Icy
Icy Premium
* Ice Cream
Canned Ice Cream for Family Ice Cream for Kids
Vinamilk Nhoc Kem Ice cream stick
Vinamilk pear! Subs Ice cream stick
Vinamilk Twin Cows Premium
Ice Cream for Young Adult
Vinamilk Delight Ice cream stick
Vinamilk Delight Ice cream cone
* Sugar
Refined Sugar
Vietsugar
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* Cheese
Cheese
Cheese
4 CORE VALUES
“Becoming Vietnam's leading symbol of trust in nutritional and health products serving
human life”
INTEGRITY Integrity, Honesty in behavior and in all
transactions
RESPECT Respect yourself, Respect colleagues, Respect the Company, Respect partners, Cooperate with respect
FAIRNESS
Be fair to employees, customers, suppliers and other stakeholders
Respect established standards and act
ethically
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ETHICS
— =>
regulations
II PESTLE Analysis and PORTER’s 5 Forces
2.1 PESTLE Analysis
*Political:
- Government Policies: Vinamilk's operations may be influenced by government policies related to the dairy industry, trade, and investment
- Trade Agreements: Participation in international trade agreements may impact Vinamilk's export and import activities
- Regulatory Compliance: Adherence to regulations related to food safety, labeling, and quality standards is crucial
*Economic:
- Economic Growth: Vinamilk's performance may be tied to the overall economic growth
of Vietnam and other markets it operates in
- Exchange Rates: Fluctuations in currency exchange rates can affect the company's international trade and financial performance
- Income Levels: Consumer purchasing power and disposable income levels influence demand for premium dairy products
*Social:
- Dietary Preferences: Changes in consumer preferences and dietary habits can impact the demand for specific dairy products
- Health and Wellness Trends: Growing awareness of health and wellness may influence demand for healthier dairy options
- Cultural Factors: Understanding and adapting to cultural preferences is crucial for marketing and product development
*Technological:
- Innovation: Continuous technological advancements in dairy processing and production can enhance efficiency and product quality
- Automation: The integration of automation in manufacturing processes can impact operational efficiency
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- E-commerce: The growth of e-commerce channels may provide new opportunities for distribution and sales
*Legal:
- Regulatory Compliance: Adhering to local and international regulations governing the dairy industry is essential
- Intellectual Property: Protection of trademarks and patents is crucial for maintaining a competitive edge
- Labor Laws: Compliance with labor laws and regulations regarding employment practices 1s important
*Environmental:
- Sustainability Practices: Embracing sustainable and environmentally friendly practices can enhance Vinamilk's reputation
- Climate Change Impact: Climate-related factors may affect the availability of resources for dairy production
- Waste Management: Efficient waste management practices can contribute to environmental responsibility
2.2 PORTER’s 5 Forces
* Threat of New Entrants:
- Low: The dairy industry often requires substantial investment in facilities, distribution networks, and brand building Vinamilk, being a well-established player, may have economies of scale, making it difficult for new entrants to compete on cost Additionally, stringent regulations and quality standards in the dairy industry create barriers to entry
*Bargaining Power of Buyers:
- Moderate to High: Buyers, including consumers and retailers, may have moderate to high bargaining power While Vinamilk is a dominant player, consumers often have various alternatives for dairy products The availability of substitute products and the power of retailers to negotiate prices could influence Vinamilk's profitability
*Bargaining Power of Suppliers:
- Moderate: Suppliers of raw materials like milk may have moderate bargaining power While there are multiple dairy farmers, the quality and reliability of the milk supply can influence Vinamilk's operations However, Vinamilk's scale and ability to work with multiple suppliers may mitigate supplier power
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* Threat of Substitute Products or Services:
- Moderate: There may be some substitutes for dairy products, such as plant-based alternatives or other beverages The availability of substitutes can affect Vinamilk's market share and pricing strategy However, dairy products often have unique nutritional benefits, which can reduce the impact of substitutes
*Intensity of Competitive Rivalry:
- High: The dairy industry is competitive, and Vinamilk faces rivalry from both domestic and international competitors Competitors may include other established dairy companies and emerging brands Intense competition can lead to price wars, innovation, and marketing battles Vinamilk's market leadership and brand recognition play a crucial role in managing this rivalry
Ill SWOT
IV Planning & Strategic Management
No two businesses are alike, but some are less alike than others The more ways your
company stands out from competitors, the more likely it is that your business will attract customers These analytics products are related to core competencies, and when you
properly identify and act on these characteristics, your business can thrive
Core values are a set of beliefs that guide all company decisions It determines the
operational messages that brands need to deploy to reach customers, partners and the
community
Vinamilk's core values include 5 main values aimed at becoming Vietnam's leading
symbol of trust in the field of nutritional products serving human health:
CHÍNH TRỰC TON TRONG CONG BANG Liêm chính, Trung thực trong ứng Tôn trong bản thân, Tôn trong đồng Công bằng với nhân viên, khách
xử vả trong tất cả các giao dịch nghiệp, Tôn trọng Công ty, Tôn trọng hàng, nhà cung cập và các bên liên
đối tác, Hợp tác trong sự tôn trọng quan khác
ĐẠO ĐỨC TUÂN THỦ Tôn trọng các tiêu chuẩn đã được Tuân thủ Luật pháp, Bộ Quy Tắc thiết lập và hành động một cách Ứng Xử và các quy chế, chính sách đao đức quy định của Công ty
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Integrity: VNM affirms to always be accurate and honest when processing and executing transactions
Respect: VNM's values are expressed through respect for self, colleagues, and the company At the same time, the company promotes respect for partners and cooperation
in a spirit of prestige and professionalism
Work: Work when working with employees, suppliers or stakeholders
Ethics: All employees of the company must adhere to and hold ethical values that have been established according to common standards
Compliance: Comply with the Law, Code of Conduct, regulations, and policies within the
company
The above 5 core values are considered factors in building a corporate culture, motivating each member to work responsibly, ensuring output quality On the other hand, they also increase recognition and create a deep impression on consumers about the leading milk brand
To enhance competitive advantage in business, businesses need to focus on customers,
improve products and services, increase production and management efficiency, invest in research and development, and build brand equity signs and look for new opportunities Vinamilk elevates its brand from its core values
> Focus on product value
In 2020, Vinamilk launched a series of products, notably bottled coffee, baby powder milk/sterilized fresh milk containing bird's nest, European standard Organic yogurt, etc The new product line helps users strengthen their health resistance, improve immunity
> Strengthen brand trust
Vinamilk pays a lot of attention to community activities
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——=
The company has two annual programs, —— Stand Tall Vietnam Milk Fund and all School Milk, with nearly 4 million children recetving nutritional care over nearly 15 years of implementation In addition, Vinamilk also implemented many short-term campaigns such as "You are healthy, Vietnam is healthy" during the Covid-19 outbreak This campaign has contributed 1 million glasses of milk to poor children and 10 billion VND to the children's vaccine fund
Vinamilk
QUY SUA VUON CAO VIET NAM 2023 TRAO TANG