MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESIS INTERNATIONAL BUSINESS SITUATION ANALYSIS AND SOLUTIONS FOR THE MARKETING M
INTRODUCTION
1.1 Reasons for choosing the topic
The topic "Analysis of the current situation and solutions for the marketing mix activities of the Yuth Farm&Foods brand of MT Food Import Export Trading and Production Company Limited" is chose for many important reasons
The COVID-19 pandemic has highlighted the importance of choosing safe and healthy products Despite certifications and claims on packaging, it can be challenging to verify the actual origin of agricultural produce MT Food Import Export Trading and Production Company Limited addresses this issue by collaborating with farmers to produce certified organic, VietGap, and Global Gap products They provide comprehensive documentation and support for product origin traceability, ensuring consumers can confidently use their products knowing their safety and provenance.
Second, Vietnam is a country with a developed agriculture, with the majority of the population being farmers, a tropical climate with seasonal winds along with very suitable soil fertility for developing vegetables and fruits and processed products from agricultural products The author believes that sustainable agriculture in Vietnam is a very potential field for business development Therefore, the topic have an overview of how the company exploits the potential of agriculture and contributes to the development of the industry in Vietnam
Third, people are increasingly inclined to eat pure plant-based, clean, and green This creates an important business opportunity for companies in the food industry, especially companies producing organic products We can research how the company meets customer needs Thereby proposing improvements to take advantage of this market opportunity
Fourthly, the internet has become increasingly important in business activities People's internet usage habits are increasing, significantly affecting the shopping behavior and purchasing decisions of customers The MT Food Trading and Production Import- Export Company with the Yuth Farm&Foods brand is quickly adapting to better suit customers Business activities related to the brand have shifted from wholesale to online retail and expanded the range of diverse products This reaearch provide insights into how the company uses internet tools to reach customers and boost sales
The function of the Marketing department is to develop strategies, and communication plans to bring products closer to consumers, while conveying the stories and messages from the company, farmers through reputable, quality products Therefore, Marketing activities are one of the most important factors directly impacting a company's profits
MT FOOD Company aims not only to guide consumers towards using clean agricultural products, but also to address environmental protection and preservation issues
In conclusion, conducting research on the topic "Analysis of the marketing mix activities of the MT Food Trading and Production Import-Export Company" not only helps to understand the company's marketing mix activities but also enables the author to accurately evaluate the effectiveness of the current marketing strategy and propose improvements to optimize and make informed decisions in brand development, increase marketing efficiency, and contribute to the sustainable development of the food business industry in Vietnam
- Analyze the current situation and apply a comprehensive Marketing model to study Marketing activities for the MT Food Trading and Production Import-Export
- Enhance effectiveness in strengths, propose solutions to build and improve
Marketing activities Aim to strengthen efficiency and promote the business development of the company
- Overview of the company, understanding the environment, business situation of the company in recent years, marketing strategies, projects that the company is building and developing in the period 2021-2023
- Analyze the Marketing Mix activities of the MT Food Trading and Production Import-Export Company
- Evaluate and propose solutions regarding Marketing Mix activities for the company to enhance effectiveness in the future
Marketing Mix activities at the MT Food Trading and Production Import-Export
Analysis Method: Understand and analyze the current situation, factors influencing, advantages and limitations of Marketing activities
Synthesis method: Synthesize information about the current market situation and the company's marketing strategy, then list complete solutions
Observation method: Observe reality through the operation process of the operations department and the communication activities carried out to make assessments and propose some personal opinions on implementation activities Integrated marketing strategy in brand development and sales
Data collection method: Statistics and synthesis of data and figures obtained from websites, companies, media on social networking sites and from business reports from
2021 to present to understand the company's situation in the market
Synthesis method: Synthesize the current market information and the company's marketing strategy to list out the solutions for improvement
Time frame: Business situation and Marketing activities in the years 2021-2023 of MT Food Import Export Trading and Production Company Limited
Scope of space: The topic is researched at the Marketing Department at the main headquarters (Ho Chi Minh City) of MT Food Trading and Manufacturing Import- Export Company Limited, 183/72/6 Nguyen Van Khoi Street, Ward 8, Go Vap District,
1.6 Structure the chapters of the topic
CHAPTER 1: INTRODUCTION TO MT FOOD IMPORT EXPORT TRADING AND PRODUCTION CO., LTD
CHAPTER 2: THEORETICAL BASIS 7Ps OF MARKETING MIX
CHAPTER 3: CURRENT SITUATION OF THE SELECTED ISSUE AT THE UNIT CHAPTER 4: SOLUTIONS - RECOMMENDATIONS
INTRODUCTION TO MT FOOD IMPORT EXPORT TRADING AND
Overview of the Company
1.1.1 General information (name, address, legal representative)
Brief information about the company Limited Liability Company Import Export Trading and Manufacturing MT FOOD:
CÔNG TY TNHH XUẤT NHẬP KHẨU THƯƠNG MẠI
VÀ SẢN XUẤT MT FOOD
MT FOOD PRODUCE AND TRADE IMPORT EXPORT COMPANY LIMITED
Sow clean heart, give good fruit Sow clean heart, give good deed
Bring you the fruit of pure heart Bring you the food of pure heart
Representative Trinh Thi Minh Thuy
Managed by Tax Department of Go Vap District
Type of business Limited liability company outside of foreign investment
Status Operating (issued with Business Registration Certificate)
Facebook https://www.facebook.com/yuthfarm/
Youtube https://www.youtube.com/@yuthfarmandfoods
Tiktok https://www.tiktok.com/@yuthfarmandfoods
Head office 183/72/6 Nguyen Van Khoi Street, Ward 8, Go Vap District,
Branch 181 Ton Dat Tien, Panorama Area, Phu My Hung, Tan Phong
Ward, District 7, Ho Chi Minh City
0161 Crop services 1030 Processing and preserving of fruits and vegetables
Details: Processing agricultural products; Mainly processing canned fruits and vegetables; Preserving vegetables, fruits, seeds by canning method (not operating at the head office)
4721 Retail sale of cereals in specialized stores 4722 Retail sale of food in specialized stores
Charter capital 19,000,000,000 VND (Nineteen billion Vietnamese dong)
Table 1.1: MT Food Produce and Trade Import Export Company Limited profile
Figure 1: Yuth Farm&Foods brand logo
Figure 1.3: Yuth farm brand logo
- With the Green color Logo symbol, the formation and development path of Yuth Farm&Foods is closely associated with agriculture and agricultural products, green color aims at the young generation full of vitality, dynamic thinking, innovative mindset, abundant positive energy to serve a kind community in a healthy and sustainable environment
The heart symbol connects consumers with the natural world, symbolizing the brand's commitment to sustainable practices throughout its operations The name "Yuth" signifies purity and proximity, embodying the essence of nature in every product From sourcing to packaging and delivery, the brand prioritizes eco-friendly measures, ensuring that consumers receive products that align with their values and foster a harmonious relationship between humanity and the environment.
- "Yuth Farm&Foods" is not just a collective, Yuth Farm&Foods also connects with many other farming families in different regions, together building and developing natural farming methods and together creating clean, healthy, fresh, and delicious products for everyone
Figure 1.2: Yuth Foods brand logo
Become a reputable and leading food company, providing meticulousness in product and service quality, while spreading noble values to the community and being environmentally friendly
Providing quality, organic, and healthy agricultural products to many families
Providing convenient packaged foods, full of nutrients and vegetarian
Cooperate with farmers to implement natural farming practices
Bring diversity in quality agricultural products, environmentally friendly, safe, suitable for diverse customer needs Everyone should choose to use health beneficial food sources at the most affordable cost
Contribute to changing the harmful chemical farming practices, shifting to natural and safe farming models
Business is based on the principles of "for the community" and "for the environment" Inspire Vietnamese youth about a green agriculture sector, "green" food, together preserving and protecting the environment.
Formation and development process
CEO Minh Thuy believes that the food we use daily will directly impact our health Diseases come from lifestyle habits, as well as the careless selection of food sources For this reason, she chose to establish Yuth Farm specializing in providing clean, organic food and connecting with farmers nationwide
Established on 08/05/2018, MT FOOD Import Export Trading and Production Company Limited is a pioneering enterprise in self-production, collaborating with farmers to jointly supply clean, organic agricultural products to the market With over 5 years of establishment and development, Yuth Farm has now connected with over 30 farms nationwide, cultivating exclusive agricultural products certified organic, VietGap, Global Gap completely safe and beneficial for health
2018-Present: The company specializes in supplying wholesale food and agricultural products to supermarkets
2023: The company expands into the retail market for agricultural food products This is a major milestone for the company to expand into the market
September 2023: The company develops and expands its frozen vegetarian food and vegetarian snacks market in Vietnam and overseas markets such as India, France, and the United States
To date, MT Food Import Export Trading and Production Company Limited has truly made a strong advancement, bringing the company's name to develop the Vietnamese market and expand internationally.
Organizational structure chart
MT Food Import Export Trading and Production Company Limited is a privately owned company managed in a one-tier model, with the director at the top, followed by deputy directors and departments responsible for directly carrying out the tasks required by the director
Figure 1.4: Organizational chart of MT Food company
Enterprise resources
To develop quickly and effectively, the internal factors of the company play a crucial role
MT Food Import Export Trading and Production Company Limited has 40 employees including the director, deputy directors, department heads, and staff
Table 1.2: Allocation of workforce in each department
The company operates by receiving orders from partners and customers The accounting department will receive the orders, check the seasonal items, list the quantities, report to the Farm, prepare and transport the products early the next morning
In addition, the accounts receivable department will manage the receivables of partners and customers, inventory management, product pricing formulas, processing orders, and issues on the partner's side
The department manages financial operations, including accounting for expenses, handling cashier transactions, managing payroll (including bonuses and social insurance), and preparing financial documents They also create tax documents and business activity reports, draft and review contracts with partners, and oversee daily, weekly, monthly, and quarterly business reports Additionally, they are responsible for financial transaction management and maintaining daily inventory control.
Employees in C&B have the task of updating and ensuring issues such as timekeeping, welfare benefits, travel expenses, monitoring, evaluating the implementation process and responsibilities of each individual employee, as well as evaluating the team's effectiveness, planning process and post-implementation of each project
At the same time, the department also proposes organizational and collective activities, specialized training plans for employees, proposes salary policies, bonuses, and benefits to the board of directors
The job of the human resources recruitment department will be to post job recruitment articles, screen CVs, schedule interviews, update health records, and documents of employees in various departments
The department will be responsible for managing the general hygiene situation, complying with regulations on maintaining safety and hygiene, and facilities for the company
Here, the department is responsible for researching the consumer market in the context of preparing to launch campaigns, carrying out the collection of information and data related to consumers (ensuring stability and generating positive feedback from customers), products, and competitors Based on the information collected, the department conducts analysis to propose reasonable strategies, plans, and campaigns to expand the market In addition, the department will also support other departments on issues such as recruitment, partnerships, and customer care
The main tasks of this department are managing communication channels, building the brand image, conveying the story and message of the business, creating content, posting on social channels, planning participation in events, workshops, related programs to
13 increase brand recognition, while also managing e-commerce platforms, creating promotions, campaigns for special occasions, holidays, and discount days on various platforms
The Marketing department includes: Marketing Director, 2 Marketing staff (Product & Market Specialist, Marketing & Website Specialist) and 2 interns including: 1 Digital Marketing, 1 Social Marketing
The Marketing Director is responsible for overall supervision, developing quarterly marketing plans, guiding the business to participate in related activities, events, and also planning to care for partners
Marketing staff will prepare for events, large events as well as allocate marketing plans for tasks each month, set targets and assign tasks to interns, manage, operate social media channels, then report on the activities, results of campaigns Check detailed product information on e-commerce platforms, statistics, review customer ratings, experiences, and also research, understand competitors in the entire Ho Chi Minh City area
Also responsible for building a complete and user-friendly website interface, convenient for introducing product information
Interns are responsible for tasks such as caring for social media pages, updating e- commerce sites, writing content, creating materials, and participating in event activities, communications, preparing contact lists, managing Tiktokers for nutrition product reviews
The main task of the department is to classify batches of vegetables, tubers, fruits according to incoming batches and orders, manage inventory of products, list damaged or substandard products
In addition, the operations department is equipped with specialized skills and knowledge to re-evaluate whether the product quality is maintained stable
The tasks of the pre-processing department include processing leafy vegetables, clean herbs, removing parts that do not meet quality standards and reporting back to the classification department
The delivery unit consists of 2 employees Delivery times for partners will be allocated from 3 am to 7 am Orders from the midday livestream session will be delivered in the afternoon, if the products are available In case the ordered products are not available, they will be transported on the same trip with the wholesale supply of agricultural products and delivered the next morning
MT Food Trading and Production Import-Export Company Limited includes 1 sales office, 1 director's office, 1 warehouse, 1 processing and packaging room, 1 dining room,
1 parking lot The sales office includes 15 desks, 15 computers, 3 printers, 1 refrigerator,
2 file cabinets The director's office includes 1 meeting table, 10 chairs, 1 director's desk and 1 computer Equipment at the store includes 7 refrigerators, 7 food tables, 25 chairs, 5 cashier tables and chairs, 5 computers
- Ho Chi Minh City: District 7, Tan Phu
- Other provinces and cities: Hanoi, Da Nang, Buon Me Thuot,
Manufacturing plant in: Long An
Vegetable and fruit farms: Hoc Mon, Lam Dong, Dong Nai, An Giang, Dak Lak, Long
MT FOOD Company has financial capital with initial capital of 19,000,000,000 VND owned by the Director holding all shares and after 5 years of financial operations, the company's financial resources are now large for development as the Director is the owner
Areas of operation
Currently, MT Food Trading and Production Import-Export Company Limited focuses on developing the organic agricultural market, creating a closed cycle
The business model is retail, agency, collaborators, wholesale supply to supermarkets with the brands: Yuth Farm and Yuth Food
Yuth Farm Brand: Linking with farmers nationwide, depending on the soil in each region, cooperating with suitable crops, following the organic direction, ensuring market outlets, harvesting in the garden and selling directly to consumers In addition, bringing in foreign crop varieties to grow in Vietnam helps boost the economy
Yuth Food Brand: Developing vegetarian food, pure plant-based, organic ingredients, international standard factory
Figure 1.5: Some partners of Yuth Farm & Foods
Evaluation of business activities 2020-2023
The company's business activity report is one of the comprehensive financial reports to provide an overview of the company's costs, revenue, and profit for analyzing the operational situation and proposing marketing solutions
With investment in modern machinery and equipment, ensuring the quality of agricultural sources is always fresh, new, and safe MT FOOD Company has built a reputation and a position in the organic agricultural sector With impressive revenue in the past 3 years of business operations
Value in Vietnamese Dong (VND)
Despite the ongoing challenges posed by the pandemic in 2021, the food industry emerged as an area of growth Consumers prioritized health and safety, driving demand for wholesome and sustainable food sources MT FOOD captured this market opportunity, generating substantial revenue of 12,324,387,090 VND, demonstrating its significant contribution to the nourishment of Vietnamese families.
In 2022, due to the development of good service supply processes, stable product quality, and diverse product designs, MT FOOD has won the hearts of many consumers and gained a large number of loyal customers The post-pandemic period is the golden time for health recovery and healing, clean eating habits, and green living are now being applied by many young people It can be said that choosing reputable food sources with clear origins is now a natural choice for any family Seizing the
17 opportunity and utilizing these factors, MT FOOD has achieved a total revenue of 15,096,745,695 VND
By the end of 2023, expanding the market share of organic agricultural products by an additional 5%, opening up more retail markets, and estimating a 15-20% increase in revenue The business operations results in quarters 1, 2, 3 of 2023 show positive growth Currently, the plant-based diet is highly regarded Thanks to participating in workshops, vegetarian culinary dialogues, events like The Future is Plant-based, sponsoring vegetarian cooking courses by AM MT FOOD has more opportunities for cooperation and gains more potential customers
Figure 1.6: Yuth Farm&Food is a sponsor of the workshop 'The Future is Plant-Based
At the same time, from September to December 2023, MT FOOD starts to intensify
PR campaigns, marketing, and meticulously build websites, e-commerce platforms The company's goal is not only to increase profits but also to enhance consumer recognition in Ho Chi Minh City with the organic agricultural products that the company is developing
However, to increase revenue significantly in 2024 during the economic recession, the company needs to optimize costs and have the clearest marketing plan
THEORETICAL BASIS 7Ps OF MARKETING MIX
Overview of Marketing
After more than 100 years of formation and development, the content of Marketing has undergone many changes Below are some modern views and concepts of Marketing accepted and popularized worldwide
The Chartered Institute of Marketing (CIM) (2020):
The management process which identifies, anticipates, and supplies customer requirements efficiently and profitably
The AMA-American Marketing Association (1985):
Marketing is the activity, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value
Marketing is the process through which the economy is integrated into society to serve human needs
Marketing is the set of human activities directed at facilitating and consummating exchanges
From the above concepts, a few observations can be drawn:
Marketing is a management process Marketing needs to be seen as a functional department within an organization and requires many management skills Marketing needs to plan, analyze, organize, control, invest in material and human resources Of course, marketing also needs skills in implementation, motivation, and evaluation Like other management activities, marketing can be carried out effectively and successfully, or it can be poorly executed or fail
Overview of Marketing Mix
The term "marketing mix" originated from an American businessman and manager named Neil Borden Borden was the first to introduce the concept of marketing mix in the 1950s And all his thoughts about the marketing mix is presented in his article ‘The concept of the Marketing mix’, in his article, he believed that the marketing executive is a "mixer of ingredients," who is continuously focusing on making creatively a mix of marketing activities and rules in his efforts to build a profitable business
He firstly introduces 12 elements in his article, and is summed into 4Ps including product, price, place and promotion by the McCarthy finally The application of the 4P model has been widely recognized and has been used until now Nevertheless, with the continuous development of the national economy, many enterprises are gradually transforming from the traditional manufacturing industry to the service industry Consequently, marketers found the previous 4Ps model cannot comprehensively analyze the current market situation and make the correct market strategy, because the previous market model is mainly aimed at the manufacturing industry, while in the face of the new service industry, the previous model obviously has a gap Thus, the study of additional 3P including people, physical evidence, and the process were created based on the previous research of the marketing mix
2.2.2 Content of Marketing Mix activities
Marketing 7P is an extension of the traditional marketing mix concept (4P), adding three other important factors to create a more comprehensive marketing strategy
The factors of Marketing 7P include:
Products are defined as anything offered to customers for exchange or consumption (Kotler, 2000) In the food service industry, service quality is paramount, as positive perceptions by customers lead to favorable behavioral intentions and strengthened organizational relationships.
(Zeithaml, V A., & Bitner, M J 2003) On the other hand, when service- quality assessments are negative, the customers’ behavioral intentions are unfavorable (Charilaos Kouthouris, Kostas Alexandris, 2005)
- Price: Generally speaking, in the process of goods exchange, price refers to the amount that consumers must give up in order to obtain a certain commodity, goods or a certain type of service, and the usual amount refers to the amount of money (Zeithaml,Valarie A.,1988).At the same time, the price of goods often plays a great role in the process of consumers deciding whether to buy a certain commodity If consumers are not satisfied with the price of a certain commodity, especially for daily necessities, consumers will easily choose to buy alternatives to this commodity The price fluctuation often determines the sales volume of a class of products Therefore, in the process of setting prices, many brands will set two types of different prices, such as the bid price and the real selling price, and there is often a large price difference gap between the two prices Businesses do use this price difference to meet the vanity psychology of consumers For the current service industry, the added service value of goods cannot be accurately measured with money Because for the traditional manufacturing industry, the price of goods is often set according to its cost, while for the added services, the cost is difficult to measure Therefore, in the process of setting the price of such products, businesses should gradually clarify the price of additional services and formulate standards, so as to better meet the needs of the consumers
- Place: For the traditional manufacturing industry, the place of the products includes its birthplace, distribution channels, and the location of customers when they finally buy For those products, their distribution channels are very important, because a correct choice of distribution channels will quickly help commodity brands expand their popularity and occupy market share However, for the modern service industry, the traditional distribution channels are obviously not suitable for its
21 development Compared with traditional products, service is invisible and untouchable Most importantly, marketers usually price the service as it is attached to the products as the part of them to be sold In addition to self- owned brand stores or flagship stores, one of the stores that can attract customers now is the one that can sell all kinds of brands
- Promotion: Promotion refers to the various communication methods used by market participants to expand brand awareness, including advertising, promotion activities, online marketing, discount activities (McCarthy, Edmund Jerome, 1960) For the current service industry, the traditional promotion model is obviously out of touch With the improvement of people's education level, people's cognition of things becomes more accurate and direct Therefore, traditional promotion activities may not attract people now For the retal food industry, the current popular promotional activities mainly include star live commerce The new promotion form of live commerce with goods is also the most efficient promotion activity in the modern era This promotion activity is often combined with traditional promotion activities For example, November
11 in China or Black Friday in the United States is a day of carnival shopping for the whole people, and this national shopping activity has gradually become a national cultural form Once it becomes a national culture, this activity will certainly affect the lifestyle of most people Moreover, the promotion model of a brand will also reflect the positioning of the brand For example, if the price change of a brand in any promotion activity is relatively small, but the number of additional gifts changes, such as Chanel and YSL, then the positioning of these brands may be high- end luxury categories However, some brands may set different prices in different promotional activities, and the price changes greatly, so the positioning of these brands may focus on creating people-friendly prices to improve national popularity
- People: For any service brand, people mainly refer to the employees who provide services to customers and are also the bridge connecting
Effective customer service plays a crucial role in influencing customers' purchasing decisions Employees' attitudes can significantly impact customers' emotions, which in turn affects their shopping efficiency To enhance customer experiences, brands implement measures such as uniforms and training to ensure consistent service standards Furthermore, employee attire reflects the company's culture and brand message, emphasizing the importance of improving staff quality and providing meticulous service as core aspects of food brand operations.
- Process: The management process refers to the process that customers must go through to obtain a service, such as waiting in line or booking service Therefore, when this service is delivered to customers, customers will focus on their time cost In addition, the decision-making power of employees on a certain service is also a very important part of the management process For example, employees can decide which customers to provide services to first In addition, the activity process is also a part of the management process The activity process includes how to carry out an activity, what subdivided activities are included during the period, such as ‘lucky draw’, ‘discount’, and what form the final activity is presented to the public The activity process may include participating in the welfare activities regularly distributed by the brand, such as brand- new product launches and brand spokesperson meetings Through these activities, the brand can better establish the connection with customers, so as to establish a more solid brand image in people's hearts At the same time, customers' participation in brand activities is also an important part of the management process As mentioned above, the ultimate purpose of all behaviors of the brand is to provide better services to customers and earn benefits Therefore, the investigation of accurate customer
23 participation can feedback the attraction of brand activities to customers, so as to judge which activities are more efficient and which activities can be canceled, reducing unnecessary costs
- Physical Evidence: Compared with the traditional manufacturing industry, the services provided by the service industry cannot be measured by clear standards Therefore, when judging whether the service provided by a brand is excellent, many customers often measure the surrounding service environment as a very important standard The service environment includes the appearance of the store, the internal decoration form, or the environment around the store, as well as the various preparations experienced by customers before enjoying the service For the beauty industry, the equipment used to provide services is also very important For example, if customers see that the equipment for keeping fruit is very clean or advanced, it will certainly make these customers feel that the brand is very professional, which will also make these customers more willing to consume for the brand Advances in Economics, Business and Management Research, volume 211 1622 At the same time, different styles of those equipment conditions will present customers with different sensory feelings
Marketing 7P helps expand and diversify the traditional marketing mix, ensuring that all important factors are considered to create a more comprehensive and better experience for customers
MARKETING SITUATION ANALYSIS AT THE MT FOOD
Market analysis
3.1.1 Global market analysis (India, France,…)
The global organic food market was valued at USD 140.46 billion in 2021 and is projected to increase from USD 157.48 billion in 2022 to USD 366.66 billion in 2029, with a CAGR of 12.83% during the forecast period
Figure 3.1: Europe organic products market size, 2018-2029 (USD Billion)
Based on analysis, the global market grew by 18.87% in 2020 compared to 2019 The global COVID-19 pandemic was unprecedented and remarkable, with organic food having higher demand than predicted in all regions Consumer awareness of health is increasing and government focus on expanding organic food production has driven industry growth For example, in April 2020, Abel&Cole limited, a retailer based in the UK, reported a nearly 20% increase in orders for organic food products
According to distribution channels, the market is divided into supermarkets, specialty stores, convenience stores, online retail stores, etc The supermarket segment holds the largest market share because it offers many brands and varieties The online retail store segment is expected to have the highest growth expansion due to flexibility and easy home delivery options
Figure 3.2: Global Organic Foods Market Share, By Distribution Channel, 2021
Yuth Farm and Food plans to develop products in France And below is some analysis of the organic food market in France
The organic food market in France has experienced remarkable growth in recent years, emerging as a vibrant and dynamic sector In 2021, the organic market reached €13.7 billion in sales, up from €12.7 billion in 2020, representing a 7.9% increase
This growth trajectory is mirrored by the expansion of organic farmland across the country In 2021, organic farmland reached over 2.5 million hectares, accounting for 9.5% of the total agricultural land in France The French government has set an ambitious target of 15% of agricultural land to be organic by 2022, underscoring the strong policy support for the sector
Fueling this surge is the unwavering consumer demand for organic products According to recent surveys, 73% of French consumers regularly purchase organic
26 items, driven by heightened environmental consciousness and a desire for healthier, more sustainable food options
However, the organic market in France is not without its challenges Supply has not always kept pace with the rapid growth in demand, leading to occasional shortages and price increases for some organic products The COVID-19 pandemic further disrupted supply chains and logistics, temporarily impacting the availability and affordability of organic goods for some consumers
Despite these obstacles, the outlook for the French organic market remains bright Industry experts project the sector to reach €20 billion in sales by 2025, as consumer preferences continue to evolve and government support bolsters the sector's growth Innovative solutions, such as vertical integration and improved supply chain management, are expected to help address the supply challenges and ensure the sustained expansion of this thriving industry
As the organic landscape in France continues to flourish, the country stands as a shining example of the growing global movement towards more sustainable and ethical food production and consumption
3.1.2 Analysis of the Vietnamese market
The fact that the agricultural sector is currently one of the industries with a high proportion of GDP in the Vietnamese economy The organic agricultural product market promises to open up many development opportunities for businesses and has high export potential Vietnamese consumers in particular and the world in general are increasingly focusing on the origin and benefits of various types of food
News according to the websites thanhnien.vn and VnEconomy.vn: "Vietnam's organic agricultural product export turnover reached 335 million USD in 2021, exporting to
The global organic product market, which spans 180 countries with over 17,000 products, has experienced significant growth, reaching $188 billion This market is expected to continue expanding, projected to reach $208 billion According to Mr Nguyen Quoc Toan, Director of the Processing and Market Development Department of Agricultural Products, the global organic sector comprises 555 processors and 60 organic agricultural exporters.
27 billion USD in 2022, then continue to increase by 14% in 2023 (estimated to reach around 238 billion USD)
"Quoting from a survey report by CIMIGO surveying 1,223 consumers in 4 major cities: Ho Chi Minh City, Hanoi, Da Nang, Can Tho The survey results show that more than 85% of participants are trying to improve their diet, of which more than 66% of consumers are interested in organic, natural foods and are willing to pay an extra 10% for safe and healthy food sources."
According to another report researched in August 2023 by Metric on shopping activities on e-commerce platforms "Revenue in the past 12 months compared to the nearest quarter has increased by over 370% in the Healthy Food market, thereby recognizing the strong development of businesses in this field The healthy eating trend of people is reflected in the figures: 67% of participants feel that their diet can be even healthier, 26% have been on a diet in the past year, 52% have reduced fried foods, 47% have increased vegetables and fiber, 41% have reduced sugar in their meals."
Driven by evolving consumer preferences, the organic agricultural product market is expanding its reach beyond traditional food stores Online platforms are becoming increasingly influential, allowing consumers to conveniently and efficiently purchase organic produce from reliable vendors This shift in shopping habits has led to a surge in the demand for organic products, fueling growth and innovation within the industry.
"market shopping", thanks to convenience and sometimes more favorable prices MT FOOD company conducted a survey with 150 consumers in Ho Chi Minh City and obtained the following results:
Figure 3.3: Customer Survey Results in Ho Chi Minh City
Is one of the clean food stores in Ho Chi Minh City owning a Global GAP certified farm in Vietnam Therefore, the vegetables and fruits grown here always thrive and remain freshest before reaching the hands of consumers vegetables and fruits imported from the United States, the Netherlands, Japan, etc The products at Da Lat GAP Store are always committed to food safety, inspected, packaged and clearly labeled with the origin on each package In addition to common vegetables and fruits, Da Lat GAP Store also provides many varieties
Figure 3.4: Da Lat GAP Store
Discover the ultimate organic haven at Organic Food, a renowned chain of grocery stores boasting a vast network in Ho Chi Minh City Committed to wholesome nutrition, Organic Food meticulously curates its inventory to ensure that every item meets the highest standards of organic certification Rest assured that all produce, pantry staples, and gourmet delights are cultivated and processed without the use of harmful chemicals, providing peace of mind and unparalleled freshness.
Providing clean foods, fresh vegetables, and especially imported fruits Products from Farmers Market are always carefully selected from reputable manufacturers to create the best quality and safest products for consumers With over 10 branches spread across the central districts of Ho Chi Minh City
Figure 3.5: Farmers Market Food Store
Analysis of the enterprise's 7p marketing
In today's society, the consumption of unhealthy products is increasing, the rate of cancer, health diseases are rising due to diets and food products containing too many preservatives, drugs, harmful substances Therefore, each of us needs to protect ourselves from these products Everyone's health is the top priority Therefore, the demand for clean products for health is increasing For Yuth Farm&Foods, providing clean fruits, organic foods for customers It is the top choice for everyone in today's society
Yuth Farm&Foods currently focuses mainly on fruits, vegetables, clean agricultural products, pure "green", healthy products
Yuth Farm is classified into 4 main products:
+ Vietnamese: Avocado, grapefruit, guava, banana, chayote, …
- Vegetables: amaranth, cabbage, carrots, beets,
+ Rice + Food: Dried bamboo shoots, shiitake mushrooms, pepper,
- Dried fruits: Mango, papaya, passion fruit, dragon fruit,
- At the same time, there are special combos to thank customers, respond to major holidays (October 20 with pure Vietnamese fruit combos with a lot of love for women)
The focus products are foreign plants but imported, grown, and developed in Vietnam by Yuth Farm: Peruvian pomegranate, South African yellow lemon, American persimmon
Food nourishes individuals and ensures optimal health and vitality Amidst intense competition, Yuth Farm prioritizes providing clean and wholesome products, guided by the motto "Sow clean mind, give good fruit." This approach aligns with the growing demand for healthy living and caters to health-conscious consumers With over 200 diverse offerings, Yuth Farm has established itself as a trusted source for those seeking nutritious and sustainable dietary options.
In addition, the company is developing the market and expanding vegetarian food under the brand name Yuth Foods with 25 product categories
Yuth Foods is classified into 2 main products:
- Dry goods: stored at room temperature, can be eaten immediately: Dried lime leaf mushrooms, seaweed mushroom floss, chicken bean snacks, nutrient mix seeds,
- Frozen goods: stored in the freezer, heated or processed before use:
Spaghetti noodles, oven-baked bread, herbal stew hotpot, baked rice,
Yuth Farm&Foods emphasizes health safety for customers, producing food that meets the following criteria:
Yuth Farm's agricultural products are divided into many types, each with different criteria and certifications:
Typically, fruit products will be cultivated according to organic standards, VietGap Due to the general characteristics of fruits when grown in organic soil and water environments, they will have a slightly darker and rougher outer skin than conventionally grown fruits However, the sweetness and flavor of these fruits are very high, which is very important in future marketing campaigns and gaining consumer trust
Organic fruits, vegetables, and herbs are grown and certified EUROFINS attached to each product's detailed information Spices and leafy vegetables have a strong, distinct aroma, and after processing, they will remain fresh and delicious for 48 hours, which are also the main business items of the company with the criteria of bringing organic food closer to the health of consumers
General standards for Vietnamese products: Yuth Farm products are grown with a 5-free safe and healthy standard:
- Products imported from reputable suppliers from Japan, Australia, the
Figure 3.9: Certification of Company Qualification
Factory meets international standards: ISO, HACCAP, FDA, GMP, etc
- No artificial colors Organic certified raw materials
Products exported to Australia, the US, France, India
Yuth Farm&Foods focuses on a healthy, safe, and environmentally friendly lifestyle
Starting from 2021-2022, Yuth Farm&Foods has implemented a green shift in the business As a result, 193,275 nylon bags have been reduced
Using paper packaging or paper bags:
- Can easily decompose in nature within 1 to 3 months depending on environmental conditions
- Protecting natural resources: paper bags are mostly made from recycled paper pulp, thus reducing the amount of wood cut for paper pulp
All packaging is printed with the Yuth Farm & Foods brand logo Yuth Farm&Foods products are labeled with anti-counterfeit stickers and place of origin
Yuth Farm&Foods products have a significant competitive advantage due to their good quality and clear certification from reputable organizations, in line with current consumer trends and lifestyles
However, the current market includes many families who do not want to spend a lot of time going to market or find it difficult to choose weekly meals, and these are high- income families/individuals (target customers) Yuth Farm & Foods needs to further develop more product combos to differentiate itself from competitors and align with its target customer profile
Yuth Farm&Foods is committed to providing a product that promotes a healthy lifestyle, good for health, peace of mind, and safety when using the product, so the production process of Yuth Farm&Foods is of the highest quality, ensuring safety from farmers, growing areas, meticulous processes, and clear verification
The product prices are higher than those of competing products by about 10,000-50,000 VND The average price of the product is below 400,000 VND Priced per gram, kilogram
Imported products will have higher prices than organic products grown by MT FOOD Co., Ltd
No Product Line Selling Price
Table 3.1: Prices of Products line
Retail price list of Yuth Farm
Analysis of Yuth Farm's prices compared to the market:
- For rice: the current market price fluctuates around 20,000 VND/kg, but Yuth Farm's rice price of 40,000 VND/kg is nearly double that of the market
+ Queen pineapple currently has a market price of 10,000 VND/kg, but Yuth Farm's queen pineapple is priced at 52,000 VND/kg 5 times higher than the market
+ Seedless watermelon currently has a market price ranging from 15,000
- 20,000 VND/kg, but Yuth Farm's seedless watermelon is priced at 31,000 VND/kg The price is nearly double that of the market
- For imported fruits, Yuth Farm has a cost equivalent to the market price of its competitors
+ Carrots currently have a market price ranging from 10,000 - 15,000 VND/kg, but Yuth Farm's carrots are priced at 46,000 VND/kg 4 times higher than the market
+ Sweet cabbage currently has a market price ranging from 7,000 - 10,000 VND/kg, but Yuth Farm's sweet cabbage is priced at 15,000 VND/kg Nearly double the market price
+ Bac Kan mushrooms currently have a market price ranging from 640,000 - 700,000 VND, but Yuth Farm's Bac Kan mushrooms are priced at 750,000 VND Higher than the market
+ Yellow lemons in the market currently fluctuate from 180,000 - 200,000 VND/kg, however, this fruit is very popular in the market, so Yuth Farm sells it at a lower price to gain a competitive advantage + Red pomegranates from Peru: other companies are currently importing for sale; however, Yuth Farm&Foods has planted seeds in Vietnam, selling at the market price of 400,000 VND/kg but with higher profits
The prices of Yuth Foods products are high compared to the market, suitable for people with moderate to high incomes
- For dried goods: 97,000 VND/pack of 90 grams of seaweed pork floss; 180,000 VND/pack of 300 grams of chicken bean snacks,
- For frozen goods: 49,000 VND/box of 3 pieces of oven-baked bread, 38,000 VND/box of 2 pieces of 200-gram grilled rice
Figure 3.12: Yuth Farm Products Prices
Yuth Farm&Foods always has discount programs of 20%, 30%, 50% for holidays throughout the year to provide customers with experiences from services to products
Figure 3.13: Yuth Farm Products Discount Prices
Combo products with lower prices than individual purchases
Figure 3.14: Yuth Farm Combo Products Discount Prices
In daily TikTok live sessions, Yuth Farm&Foods always offers shockingly low prices for any product to stimulate customers to make purchases and experience
Figure 3.15: Yuth Farm TikTok Channel
- Customers buying 3-10 products get a 5% discount
- Customers buying 10 or more get a 10% discount
- First-time customers get a 10% discount
After analyzing some products of Yuth Farm&Foods compared to the market, the prices of Yuth Farm&Foods are quite high compared to their competitors However, Yuth Farm&Foods regularly offers deep discount programs This could lead to customers only buying when there are promotions and not accepting the regular selling price Yuth Farm&Foods needs to implement many marketing strategies and provide better services than its competitors, it should not just focus on discount programs, which are not effective for the target customers
For dried agricultural products, they are currently mainly concentrated in Ho Chi Minh City, Hanoi, and operate in other provinces and cities where the population is densely concentrated
For the group of fresh fruits and vegetables, they are currently mainly concentrated in the Ho Chi Minh City market to ensure the freshest and best quality products
Yuth Farm&Foods has stores or distribution points at:
- Stores in city centers, apartment buildings
In the past 5 years, MT FOOD Company has implemented a fairly good distribution policy, currently the company distributes the Yuth Farm brand through 2 main channels:
Currently, the distribution system of MT FOOD Company for the Yuth Farm&Foods brand has been distributed throughout Vietnam Yuth Farm&Foods supplies to supermarkets, restaurants, beverage shops such as the brands 3sach Food, Annam Gourmet, An Phú Farm, Nam An Market, Saveur cafe, Hội An Collective, Genshai Mart, Yen Tiec Food, Finelife, Kashew, K-Market, House Zen, SuD Store Asia Market Yuth Farm distributes products to intermediaries who then distribute to end consumers
In 2023, Yuth Farm&Foods is newly developing in the retail market, providing directly to end consumers through online and offline channels through Yuth Farm&Foods stores
Yuth Farm&Foods has activities to provide the most effective distribution channels Direct distribution channel system:
Channel 1: Yuth Farm&Foods directly sells to customers through online offices, social networking sites, e-commerce platforms, websites,
Channel 2: The store system is an intermediary between the company and consumers Yuth Farm&Foods stores are directly managed by the company
Figure 3.18: One of Yuth Farm&Foods Stores
The company is currently distributing at a number of branch stores at the address:
- District 7, Tan Phu, Ho Chi Minh City
- Buon Me Thuot, Hai Phong, Dong Nai, Dak Lak, Tay Ninh, Da Nang
Export: India, France, Australia, USA
With the intention of dominating the F&B market, the company is developing and expanding more Yuth Farm&Foods stores nationwide
With the exclusive distribution method, stores selling and introducing Yuth Farm&Foods products directly trade with customers, collect customer information for customer care, and facilitate the marketing department in customer care work
On social networking sites, e-commerce platforms Yuth Farm&Foods builds an online store on the website, e-commerce platform to reach customers and customers can view products of Yuth Farm&Foods sold on the market In the store, fully display all products currently available according to the season of fruits and vegetables of each type, arranged in eye-catching categories for customers to easily see and attract
Yuth Farm always controls the products currently in bloom and ready for market to be able to sell each type on the market in a timely manner and meet consumer demand
Goods are transported to the store daily by the company's trucks at the beginning of the day
Yuth Farm has utilized indirect distribution channels over the past five years, relying on intermediaries to reach end consumers While this strategy minimizes initial sales investment, it limits profit margins compared to direct-to-consumer sales Nevertheless, untapped potential remains for Yuth Farm to explore alternative distribution models.
Yuth Farm&Foods has just been formed but also in the form of retail Therefore, in
2023, Yuth Farm&Foods is developing in the retail market with direct distribution
47 channels, however, just starting with the retail market so Yuth Farm&Foods operations are not yet stable
Yuth Farm&Foods advertises in Vietnamese newspapers and magazines such as Agriculture, Youth,
TV: Yuth Farm&Foods advertise through HTV channel and share about agriculture, cultivation process, and production of their products
Social media: Currently, Yuth Farm&Foods operates on 4 social media platforms including Facebook, Zalo OA, YouTube, TikTok
+ Yuth Farm&Foods mainly reaches customers through Facebook, posting articles about products, company activities, and product processes to build trust with customers The number of likes on the company's Yuth Farm Facebook Page has increased from 6,100 likes to 8,150 in 3 months (as of December 18, 2023) Reached over 20,690 consumer accounts
Figure 3.19 : Statistics on the number of accounts accessing the Yuth Farm Page.
+ Livestream sessions are held during the season of certain special agricultural products, aiming to introduce new products and mix in the sale of existing products In addition, ads are also run to easily reach potential customers
Figure 3.20 : Revenue after each Livestream session is recorded on the Harasocial system.
+ Zalo OA: Post 20 important events per month, send a series of broadcast messages to interested customers to interact with customers easily and save a lot of time
+ Youtube: Upload videos sharing about Yuth Farm&Foods to build trust from customers
Figure 3.21: YouTube Channel of Yuth Farm
• Yuth Farm&Foods creates humorous and fun style videos to promote their brand and products to attract increased interaction, trending towards reaching more potential customers
SOLUTIONS - RECOMMENDATIONS
Objectives, development direction in the next 5 years of the Company
To develop in the Vietnamese market under the brand name Yuth Farm&Foods, the company needs to strengthen Marketing and communication activities by attracting more members, mobilizing and developing the company's business capital structure to grow in the retail sector (B2C) Maximize relationships with external organizations to distribute to retailers (B2B) Proper allocation of resources from finance to personnel to achieve optimal efficiency Additionally, the company needs to focus mainly on one field, market to avoid widespread development in various fields, markets but with low business efficiency
The business environment has a significant impact on the company's business operations In the coming years, the business environment is predicted to contain many advantages as well as challenges for the company The advantages include investment incentives, international economic integration, and high customer demand However, the company must also face intense competition from stores and supermarkets, which is a major challenge
Ho Chi Minh City and Hanoi are key economic cities experiencing strong development with dense population, high living standards, and modernity This is an ideal market to consume quality health products for people with medium to high incomes
Opening stores in underserved markets, focusing on product marketing as well as the company in densely populated areas to continuously increase consumption and customer awareness of the company
There is a harmonious combination of the 7 elements in the marketing mix in promoting the company's products
Invest in management reform and recruit suitable personnel Enhance training to improve employees' knowledge of products and understanding of customer psychology
Proposed solutions to the issue of implementing Marketing Mix strategy (Objectives, specific measures, implementation roadmap)
(Objectives, specific measures, implementation roadmap)
4.2.1 Solution 1: Increase credibility and focus on developing the website to promote the company and introduce products
In a fiercely competitive environment for clean agricultural products, most customers are very sensitive to the issue of product reliability The product is a key issue that affects the potential customers of the enterprise Regarding clean, organic agricultural products, and imported fruits are currently widely developed and highly competitive in the market
Businesses should proactively communicate the distinctive features of their products to customers To foster trust and credibility, businesses should provide concrete evidence such as videos and images to enhance the vividness and accessibility of their products.
In addition, developing an online sales website brings many benefits to the business, from expanding the market and reaching potential customers, enhancing credibility, reducing advertising costs to creating a convenient shopping experience and monitoring business activities
Establish credibility and differentiate from competitors by investing in video documentation of farming practices, packaging processes, and legal import procedures This visual transparency provides consumers with a deep understanding of the production process, fostering trust and authenticity.
Reallocate personnel, assign 1 employee specializing in online sales with tasks to be performed regularly:
- Update content: Ensure that information about your products, prices, descriptions, and policies are always up to date
- Inventory management: Monitor the status of inventory and update the quantity of goods available on the website to avoid selling too many or out-of-stock items, ensuring that customers receive the goods they ordered
- Check and fix errors: Regularly check the website to detect and fix technical errors or user interface-related issues This helps improve the shopping experience and ensure the website operates smoothly
- Create blog posts on the website: Share tips on food, green living, news about company activities, announcements, and important milestones
Hire Gobranding's SEO Traffic service to increase natural traffic to the website by improving the website's search engine ranking The main activities of the SEO Traffic solution include:
- Optimize website structure, user experience
- Develop SEO-standard content with high search demand
- Build Backlink system for the website
- Research competitor websites, daily traffic reports, and monthly overall website performance reports
Reallocate existing support staff to manage the website
SEO traffic service package for 1 year 80,000,000 VND
Table 4.1: Cost of Detailed Solution 1
- Videos can create strong interaction and connection with customers, using visual elements to evoke emotions Build trust, credibility, increase reach and sharing Focus on developing the website: Can provide customers with the latest news about products and related information, promote widely to many customer groups,
71 save costs compared to other advertising methods, convenient for direct customer care, ordering, online buying and selling
- Always have to spend time updating news
- Difficult to access for middle-aged customers who do not frequently use the internet
Currently, there are many large-scale high-end apartment buildings with a high standard of living suitable for the target customers of Yuth Farm&Foods Specifically, in Ho Chi Minh City
With the area's rapid development and accessibility to transportation and consumers, the company sees a strategic opportunity to expand its presence in these apartment buildings By establishing new stores or partnering with existing businesses, the company aims to capitalize on the growing population and high demand for goods and services.
Opening stores in the following apartment buildings:
- Sunrise City (Ho Chi Minh City, 20 million)
- Vinhome Grand Park (Ho Chi Minh City, 8 million)
- The Sun Avenue (Ho Chi Minh City, 17 million)
- Recruiting more partners in other apartment buildings in Ho Chi Minh City Costs:
Electrical system, water, lighting, house repairs
Computers, desks, chairs, shelves, signage
4-tier 2-meter supermarket refrigerated cabinet
8,000,000*3$,000,000 VND 5,000,000*60,000,000 VND 20,000,000*3`,000,000 VND 8,000,000*3$,000,000 VND 50,000,000*600,000,000 VND
Commission for 5 additional stores in other apartment buildings 20%, 12 months
Total cost for 1 year 1,806,000,000 VND
Table 4.2: Cost of Detailed Solution 2
Expected revenue increase due to the company's effective opening of additional stores is 4,200,000,000 VND and from sales partners is 1,440,000,000 VND
- Accessing more potential customers, increasing sales volume
- Affirming the position, gradually expanding the scale in Ho Chi Minh City Challenges:
- Managing and controlling multiple stores at the same time is relatively difficult
To attract more customers and increase revenue Yuth Farm&Foods needs to have a specific product strategy, and specifically list the characteristics of target customers they want to target
- Prime product: Free package of vegetables for 1 day, eat clean and live healthy
- Key products: Vegetable box for 3 days - 1 week to eat clean and live healthy/vegetable box for 1 week to eat clean and live healthy
- Additional products for sale: Organic rice
- High-priced products & monthly sales: 1-year package of clean eating and healthy living
Build a list of potential customers:
- Where to live: Living in HCM around an easy-to-transport warehouse within the best radius for delivery from the warehouse
- Spending needs on fruit and vegetable products: Understanding of clean fruits and vegetables compared to fruits and vegetables grown with pesticides
- Income: High, 25 million/month or more
- Purchasing habits: Often buy goods from high-end supermarkets, buy once for a whole week
- Insight: Want to be safe for your health Ready to buy reputable quality products and order them online for home delivery, with someone taking care of the entire refrigerator for them
- Price with quality: Money is not an issue, health comes first
Approach and sell to customer groups:
- Online outreach: Use bait products to run Radius Pin ads on Facebook to collect customer lists
- How to buy for the first time: Upsale as soon as the customer receives the gift using the website
- Delivery: The company's shipping department
- How to get customers to buy the product again:
- Focus on quality and care by phone number + Email Marketing + Messenger Marketing
- Educate thoroughly with text messages and create a flahsale program to sell the first 1-week package
Develop 3 product groups to focus marketing:
Figure 4.1: Product chain used for online sale
- Home delivery / Customers come to store branches to receive
- Self-delivery using the company's shipping unit
How to order: Order via messenger/ hotline/ website/ zalo OA system
- Living in the City Ho Chi Minh City except 3 districts: Can Gio, Cu Chi, Nha
- Pay attention to your health
- Pay attention to your health
• Clean Eating Fresh Vegetable Combo: 1 Week for a Healthy Lifestyle
• Dry agricultural product combo - Fruit comb
- Unify combo offers for first-time purchases
- Unify the automatic Product Launch program
- Agree on weekly flashsale program
- Record a video introducing the promotional Combo for the first time
- Record a video introducing product launch incentives
- Record 3-5 videos introducing yuthfarm to run tracking ads + send messages
Figure 4.2: New product strategy implementation plan
- Cost/customer registering to receive Free gifts: Ranging from 10,000 - 50,000 VND
- Conversion rate to complete free receipt: Expected 50%/ total registration list
- Upgrade rate to promotion per purchase: Expected 5% - 10%
- Percentage of purchases from follow-up chains: Follow up and plan continuous weekly programs - events to maximize conversions
- Product diversification allows customers to have more choices
- Selling in combos helps sell more products at once, combining vegetables and fruits with frozen items
- Increasing the value of each order
- Attracting the right target customers can lead to customer loyalty and maintaining their business
- Lower costs compared to the other two solutions, and potential cost reduction if the customer base grows
- Organic vegetables cannot be stored for a long time, so it is necessary to plan a reasonable menu for 7 days to preserve the nutrients and quality of the products
- Ensuring that the food in the combo is always available or can be delivered to customers promptly to ensure customer satisfaction with the delivery time
MT Food Produce and Trade Import Export Company Limited, known for its Yuth Farm&Foods brand, specializes in organic agricultural products and vegetarian foods The company was founded in 2018 and has since grown rapidly, partnering with farmers nationwide to distribute certified organic, VietGap, and Global Gap products With a team of 40 employees and a focus on social and environmental responsibility,
MT Food aims to provide healthy, sustainable, and affordable food options
A comprehensive study examined the 7Ps of marketing to identify the competitive strengths of Yuth Farm&Foods across various aspects The findings unveiled three viable solutions tailored to the company's growth objectives, aiming to elevate its operations and drive revenue enhancement.
The first solution proposes increasing credibility and focusing on developing the website as a means to promote Yuth Farm&Foods and its products By providing visual evidence through videos and images, the company can enhance credibility and gain the trust of potential customers Additionally, developing an online sales website offers various benefits, such as expanding the market reach, reducing advertising costs, and providing a convenient shopping experience
The second solution focuses on developing distribution channels by opening stores in high-end apartment buildings in Ho Chi Minh City and recruiting additional collaborators in other apartment buildings This strategy aims to access more potential customers and expand the company's presence in the market Moreover, recruiting more collaborators does not incur significant costs
By the third solution, we propose a strategy to develop products and create a range of product combos that align with the target customers The goal of this strategy is to increase the value of each order while keeping maintenance costs low