A report submitted to the department of international business and management in partial fulfillment for the introduction to business and management module

THE UNIVERSITY OF DANANG VNUK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION VN:UK Institute for Research GROUP PROJECT TITLE: KIDO FOODS BUSINESS PLAN Phone: 84 28 3827 0468 Email:

THE UNIVERSITY OF DANANG

VNUK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION

VN:UK

Institute for Research

GROUP PROJECT TITLE:

KIDO FOODS BUSINESS PLAN

Phone: (84) (28) 3827 0468

Email: info@kdc.vn

Website address: www.kdc.vn

Name of owner: Tran Kim Thanh

Address: Tay Bac Cu Chi Industrial Park, Cay Sop Village, Tan An Hoi Commune, Cu Chi District, Ho

Chi Minh City, Vietnam

A report submitted to the Department of International Business and Management in partial

fulfillment for the Introduction to Business and Management Module

Phung Kieu Ngan - 21010036 Bui Xuan Dat - 21010022

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TABLE OF CONTENTS

CHAPTER I INTRODUCTION .cccccccsccesssecnsscneseneeeesssenaeceneeeeeeeeeaeeaaueeeseneeeeaaseaauneneeeenseeaseognanens

CHAPTER II COMPANY - GLOBAL ENVIRONMIENT ch

CHAPTER III BENEFITS TO THE COMIMUNITY ca

CHAPTER V MANUFACTURING AND OPERATION ca KH ga

CHAPTER VI MARKETING ch HH ng KKBE 001011555081881114

CHAPTER IX CONCLUSION AND SUGGESTIONS ca

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CHAPTER I INTRODUCTION

Established in 1993, KIDO was formerly known as Kinh Do Construction and Food Processing Co., Ltd Currently, KIDO Group Corporation has become one of the leading Food

& Flavor companies in Vietnam In its 29-year history, The company operates mainly in the

field of manufacturing, processing, and distributing consumer food products such as cooking

oil, ice cream, confectionery, snack food, and beverage In 2015, aiming to expand and

develop into essential food, KIDO Group was officially established By promoting existing

platforms, KIDO continues to maintain and develop its leading position in the frozen industry

with Ice-Cream, Milk & Dairy products and expands its product portfolio to the food and

beverage industry Currently, KIDO is leading the ice cream market with a 43.5% market share

and over 30% market share in cooking oil (KIDO Group, n.d.-f)

More than 13 years ago, KIDO Frozen Foods Joint Stock Company was established, by purchasing an assembly line and factory from a multinational corporation Since then, KIDO

Foods has become the market leader in the frozen desserts sector with three iconic brands:

Merino, Celano, and Wel Yo The success of KIDO is a demonstration of effective business

strategies, an enduring reputation and a strong understanding of Vietnamese consumers’

tastes

This is the business plan of the newly developed product called Merino Honey Lemon Butterfly Pea Ice Cream, which would be in charge by Merino Brand, KIDO Foods There are a

few reasons why we decided to develop this new product Firstly, this is a new trendy ice

cream flavor that has not been mainstream promoted We want to create an ice cream

product that is healthy and nutritional for our customers As Butterfly pea and honey lemon

are all known for their health benefits (Link, 2021), we think that this will be a unique selling

point of the product Secondly, with the unique color which is blue by using all-natural

ingredients to create the blue color (butterfly pea flower) and flavor (honey lemon), we

believe this would attract a large percentage of our target customers, which is young people

from 13 to 25 years old Moreover, As the weather is predicted to become warmer in the

following years and to be extremely hot for the next 2 years, the revenue of the ice cream

market is expected to rise Thus, it is appropriate to develop a new ice cream flavor at this

point

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This business plan will demonstrate all about KIDO’s core business information,

manufacturing & operation, marketing, accounting system, and financial analysis

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CHAPTER II COMPANY - GLOBAL ENVIRONMENT

mooncake products to serve Vietnamese families on traditional Mid-Autumn Festival holidays

owning the brand Wall And at the same time, established KIDO FOODS — a company that specialized in the frozen food industry and dairy products such

as ice cream and milk

on the stock market

expanding market share in the edible oil and ice cream industry with 43.5%

market share and over 30% market share in cooking oil

c Company’s Vision and Mission:

Vision: “FLAVOR YOUR LIFE”

To create life’s flavors through wholesome, healthy, and nutritious products and be the most recognized company in Vietnam and South East Asia by all stakeholders

d SWOT analysis of Kido Group Corporation:

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abilities

employees More than 200 suppliers across the world

Weaknesses Products are not particularly unique and different

market

Gross profit is low even when total revenue is high because the costs of good sold and production and services cost are high

petroleum, gold, etc

a Food and Beverages Industry:

KIDO Group Corporation operates mostly in the Food and Beverages Industry

According to the London Chamber The food and beverage sector is considered to be among

the rising sectors in Vietnam, thanks to its 97 million emerging market population and a GDP

growth rate of 9.2%in the first quarter of 2019

b Internal Environment:

4

Active, friendly working experience at KDC with many promotion opportunities

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Heavy emphasis on the people Human Resources is the main resource KDC aims for

KDC’s Welfare for employees:

+ Competitive salaries depending on capabilities and productivities

+ Trained to become better + Free health care provided + Free Transportation Service All together create an active, young, energetic and productive working culture

c External Environment — PESTEL:

funds to stimulate the

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+ Vina milk, TH True Milk

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CHAPTER Il BENEFITS TO THE COMMUNITY

Create convenient, consistent products that include common, essential foods, supplements,

and beverages KIDO is committed to providing safe, delicious, nutritious, convenient, and

unique foods to all customers

Create sustainable value for all members of the supply chain through innovative products

KIDO always aims at a harmonious profit for all parties, improving processes for quality and

productivity to create sustainable development

Allocate capital to maximize shareholder value in the long term and manage risks to create

stability and confidence in investments that deliver the expected return of shareholders

Nurture and create conditions to satisfy the needs and expectations at work to promote the

creativity, dedication, and enthusiasm of the Employees Therefore, KIDO always has a

dynamic, creative, loyal, adaptable, and reliable staff

2 SOCIAL RESPONSIBILITY:

Aside from these expansion goals, KIDO is also acutely aware of its social responsibility

KIDO is always aware of its responsibility and strictly implements the production standard

motto "green, clean, environmentally friendly" Therefore, KIDO always prioritizes the use of

clean materials and deploys energy-saving devices

To contribute to the development and support of the community, KIDO actively creates,

actively participates in, and contributes to, community- and social-oriented programs KIDO

aims to become a pioneering organization for the development of society and the high

community

KIDO believes that an organization can only grow sustainably when it operates in a sustainable

environment KIDO always upholds a sense of compliance with the requirements of producing

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environmentally friendly products They firmly follow environmental protection regulations

and standards

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CHAPTER IV WORKFORCE

In business, a principle that KIDO upholds by the importance and necessity is to have credibility, and respect for customers and partners The motto of cooperation is win-win

cooperation (win-win philosophy) In addition, must have a risk-prevention perspective to

forecast and prepare for market fluctuations, and must be responsible to customers and

employees KIDO has worked on the principle of mutual respect, sharing views and

knowledge When there is a problem that needs to be decided, everyone will discuss, discuss

and come to a final decision, all for the benefit of the company

The head of KIDO Group - Tran Kim Thanh has shared that KIDO uses the "human rule"

management method - that is, creating mutual understanding and respect among KIDO's

employees Instead of using the “Rule of law”, he believed that the state was too much of the

rule of law If the manager uses the rule of law with the employee, it is difficult to talk.” Rule

of law - in his opinion the rules and regulations of reward and punishment Therefore, senior

managers in KIDO often have an experience sharing class for employees They are willing to

follow the staff and lead them

Xiem Ngoc Vuong

Management Board & Director

Linh Buu Vuong

Management Board & Director

Head of Board of Supervisors Nguyen

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Independent Director Nguyen

Co-Founder, Vice Chairman, Group CEO, General Director & Member Nguyen Le Tran

of Management Board

Group VP, Deputy General Director, Member of Management Board Nguyen Quoc Tran

& Director

Deputy General Director, Director & Member of Management Board Nguyen

KIDO believes that the dream of becoming a leader of a business or just a department represents the progressive spirit and will of young people today For this dream to come true,

each person needs to equip themselves with many necessary skills First, they must have

professional ethics, a sense of responsibility, professional knowledge, leadership skills, and

creativity, and must set an example for employees Those are the most important conditions

to become a leader The Company always welcomes talented people and these people must

make positive contributions to the Company's development, and at the same time must have

the trust and support of the team

b JOB DESCRIPTION The company has many jobs, in which the job description is attached in detail and the conditions are attached

resumes if their abilities meet all those requirements

correct HCNS staff assigned to receive it by post or e-mail

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After receiving the information and assessing its suitability, the Human Resources Department will contact the candidate to organize a professional examination

If the candidate completes the test with good results, the candidate will be invited for a direct professional interview with the Head of the Department

After being recruited, within about 1 week, the candidate is responsible for fully supplementing the CV, including the application form:

i Curriculum vitae (with local certification)

qualifications and professional ability (if any) (certified or compared with the original)

iii Health certificate (according to job requirements)

certificate (if any)

v Copy of ID card (with local certification)

vi 04 (3x4) pictures vii Decision to quit the old unit (if any)

d ORIENTATION PLAN

On the first day of receiving the job, the new employee will receive integration instructions, including

Signing the "Job Acceptance Agreement"

Disseminate the Rules, Collective Labor Agreement, Regulations - Policies of the Company

General introduction about departments and employees in the Company

Training on Safety - Health - Environment

Handing over to direct management level

According to KIDO, a company that wants to recruit and retain talented people must first have reasonable policies and regimes, attractive enough to attract them, and at the same

time must have welfare regimes and a development roadmap clear profession Besides, the

working environment, people, and company culture are also important factors in retaining

talented people

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In the management of the company, the managers always direct their colleagues and employees to create a good image of KIDO people in the eyes of customers - always solve the problem with reasonable understanding, for the benefit of the company both sides Self-built, set up a purchasing department from the early days of establishment, the culture is passed from the old people to the new class, which is the culture of "no negativity at work"

At the end of each fiscal year, based on business results, the Company will have a policy

of rewarding and rewarding achievements based on the level of completion of individual targets in 2 periodical evaluations This bonus level will be specified, detailed and fair for each employee level Purpose:

creating work motivation

potential, and promote the Company's strong development

the achievements and personal efforts that the Employees have shown

In addition to 2 types of compulsory insurance (health insurance, and social insurance), the Company also registers 100% special health insurance for employees for

e Ensuring employees’ health is taken care of in the best way

is unfortunately ill

e Health insurance, Social insurance right after signing the official labor contract

allowances when returning home

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e Fully equipped with labor protection, following the law

e Gifts - bonuses - money on New Year holidays

e Policies based on seniority of work

Every year, the Company will organize vacation trips for employees with a seniority of

1 year or more up to the date of the organization Purpose:

e Taking care of employees’ spiritual life, regenerating the labor force, and improving labor productivity

experiences is a playground for people to be closer together, creating better working efficiency

e Show the interest of the Board of Directors to all employees in the Company

The Company will issue helmets to all Official Employees for

e Ensuring safety and reducing risks and injuries due to any accidents for Employees when going to work or business by motorbike, whether the driver or the person behind

trips by motorbike

precious capital that needs to be cared for and taken care of, creating a solid foundation for the long-term development of the Company

The Company stipulates a specific level of per diem for each level of Employee, ensuring uniformity and fairness for the purposes of: