Xuất khẩu sữa đậu nành Vinasoy sang Nhật

Đây là tài liệu về chiến lược thâm nhập thị trường Nhật Bản của sữa đậu nành VINASOY. Nhật Bản là một trong những thị trường đầy tiềm năng vì cơ cấu dân số già, sở thích uống sữa đậu nành nhưng đây cũng là thị trường đầy khó tính. Vậy làm sao để chinh phục được thị trường này?

UNIVERSITY OF ECONOMICS AND LAW FACULTY OF INTERNATIONAL ECONOMICS RELATIONS



PROJECT : SOYMILK EXPORT STRATEGY OF VINASOY

CORPORATION TO JAPANESE MARKET SUBJECT: INTERNATIONAL BUSINESS

Nguyễn Hữu Tiến K134040494

CONTENT 3

TABLE OF FIGURES 5

INTRODUTION 1

I VINASOY COMPANY 2

1.1 GENERAL INTRODUCTION 2

1.2 COMPETITIVE ADVANTAGES 2

1.2.1 Vinasoy: Leading Position 2

1.2.2 Product – Soymilk 3

1.3 OPERATING STATUS 3

1.4 AWARD – MERIT 3

II JAPAN 4

2.1 OVERVIEW OF JAPAN’S ECONOMY 4

2.1.1 Economy – Society Potential 4

2.1.2 Economic Indicators 4

2.2 SOCIETY & CULTURE 5

2.2.1 Politic & Society 5

2.2.2 Culture 7

2.3 THE PARTNERSHIP AGREEMENT BETWEEN VIETNAM AND JAPAN 8

2.3.1 Agreement on Comprehensive Economic Partnership ASEAN - Japan (AJCEP) 8

2.3.2 Agreement on Comprehensive Economic Partnership Vietnam - Japan (EPA) 8 2.4 COMPETITORS 9

III SWOT 11

3.1 STRENGTH 11

3.2 WEAKNESS 11

3.3 OPPORTUNITIES 11

IV STRATEGIES 13

4.1 CONSUMER BEHAVIOR IN JAPAN 13

4.2 PRODUCT STRATEGY 13

4.3 PRICING STRAGEGY 15

(1USD = 22.000 VND) 16

4.4 DISTRIBUTION STRATEGY 17

4.5 PROMOTION STRATEGY 18

4.5.1 Promotion goal 18

4.5.2 Promotion Strategies 18

CONCLUSION 20

REFFERENCE 21

Table 2.1.2 4

Table 2.2.1.1 6

Table 2.2.1.2 6

Table 4.3 16

INTRODUTION

In modern society, the health is the most important concern today In the processing industry of food, consumers tend to increasingly use natural products Soy milk is currently one of the natural drinks which is more and more consumers trust In Japan, consumers like drinks made from natural and especially soy milk Thus expand business of Soymilk

in Japan is very attractive and potential Domestically, Vinasoy corporation is leading the domestic soymilk manufacturing and processing industries, with the slogan: "Only soy milk, just for you" Based on the current situation and the development direction of the

company, our group propose “SOYMILK EXPORT STRATEGY OF VINASOY

CORPORATION TO JAPANESE MARKET”

During the implementation of this essay, our group is hard to avoid the shortcomings We are looking forward to comments and supports to revise this essay better

I VINASOY COMPANY

1.1 GENERAL INTRODUCTION

Vinasoy company is one member of the Quang Ngai Sugar Joint Stock Company, the predecessor is Truong Xuan milk company JSC Quang Ngai Sugar is one of the biggest companies in Viet Nam, with the main products are sugar, food and beverages In 2012, the company's revenue reached over 5.000 billion VND, an increase 25% compared to

2011

The company began construction in 1996 and went into operation in 1997 At that time, the factory has a design capacity of 5 million liters milk/year With the motto "Just as soybeans and soy only focus on" The strategy focus on core products has made growth and impressive sales for these years day According to the financial report of the first 6 months

2015, revenue and profit after tax of Vinasoy was the highest in JSC Quang Ngai Sugar‘s members

1.2 COMPETITIVE ADVANTAGES

1.2.1 Vinasoy: Leading Position

Leading the domestic soymilk manufacturing and processing industries, with the launch the most modern world soymilk factory in Bac Ninh, is a first Viet Nam soymilk factory among top 5 largest soymilk factories in the world This is the most modern soymilk factory

in Southeast Asia with an area of 61.000m2, the capacity of 180 million liters / year Complete production lines at the factory in Bac Ninh are equipped with the most modern world technology of Tetra Pak (Sweden).The other is in Quang Ngai which has the capability of 125 million liters / year and the entire system of equipment has been upgraded and invests new modern technology today

In addition, Vinasoy has established VSAC center which is the first and only center in Vietnam, was established by the strategic cooperation of two leading research soy centers

in the world (NCSB & NSRL), with the goal of bringing advanced science in the world in breeding, planting, cultivation, production and processing of soybeans in Vietnam

In 10 years recently, the consumption of Vinasoy has grown more than 40% / year on average According to Nielsen’s market research market on 2013, Vinasoy are leading in soymilk carton product in Vietnam, achieving over 78% market share

1.2.2 Product – Soymilk

Quality of Fami and Vinasoy keep full flavor and natural nutrition is due to differences in application of Tetra Alwin Soy (*) - modern extraction technology which leading soy manufacturers are using this app VinaSoy has gradually expressed position through product quality standards and consumers completely trust

(*)The system comprises three major sections – grinding, fibre separation and enzyme deactivation – which are integrated to produce a soya base with a high protein content and

a high nutritional value

1.3 OPERATING STATUS

Although revenue growth has declined slightly but business of Vinasoy is still a major contributor to the Quang Ngai company (QNS)’s gross profit In the 6 months of 2011, VinaSoy contribute less than 1/3 advantage Gross profit for QNS and now this figure reached 681 billion, raised to 63.8% share of profits first 6 months of 2015

In the latest financial statements of QNS showed Earning Before Tax of VinaSoy achieve 401.1 billions (totally company was 659.3 billion ) This means VinaSoy particularly have contributed to the 60% Earning Before Tax of QNS [1]

1.4 AWARD – MERIT

II JAPAN

2.1 OVERVIEW OF JAPAN’S ECONOMY

2.1.1 Economy – Society Potential

- Natural Features:

Japan easily communicate with countries in the region by the sea and develop maritime economics However, the natural resources in Japan are very poor

- Economy Features:

Japan’s economy ranks third in terms of nominal GDP while it slips to fourth spot when comparing the GDP by purchasing-power-parity The economy has been facing hard times since the 2008, when it was first showed recessionary symptoms Though the government’s stimulus packages have helped the economy recover a bit, the massive earthquake in 2011 gave the fragile economy another jolt Economic growth has hovered between 0.5–2 percent in recent times The nominal GDP of Japan is $4.77 trillion, its GDP (PPP) is $4.78 trillion, and its GDP (PPP) per capita is $37,683.[3]

Interest rate is 0.1% only; current exchange rate is 1 JPY = 182.93 VND (2015) JPY still lose value; public debt increases highly However, Japan is still the world's largest creditor, this position has been maintained for 24 years so far

2.1.2 Economic Indicators

Table 2 1.2

Year 2010 2011 2012 2013 2014 GDP (PPP-billion) $4,478 $4,444 $5,900 $5,960 $4,770

From World Bank

2.2 SOCIETY & CULTURE

2.2.1 Politic & Society

The Japanese government is democratic and modern, with a long history of stability There has been significant dissatisfaction with the state economy But the government has the necessary reforms are made to solve problems such as the national pension system, unemployment, health care systems and mounting government debt Recently the Japanese government has been postponed and will cut corporate income taxes to boost the economy Furthermore, the legal system is reliable and the infrastructure business effectively The threat of a preemptive attack Japan's North Korea is a direct risk businesses in Japan must consider, however, the United States' unequivocal backing of Japan's security renders it highly unlikely

In addition, the intellectual property laws in Japan very well, "Intellectual Property High Court" in April 2005

In conclusion, in order to limit risks of doing business in Japan, we may have some way to ensure safety For example, through insurance, we can not worry about changes in politics

or war In addition, to ensure that company complies with the law of Japan, the support from the professional attorney is essential Therefore political risk is very low in Japan

Japan's population is aging trend, the proportion of elderly in the population is increasing, the proportion of residents aged 65 and older accounted for 19.2% in 2005 The Japanese government said that the proportion of high this age will reach 40% in 2050

Table 2.2.1.2

Table 2.2.1

2.2.2 Culture

2.2.2.1 Consumer tastes

High requirement: Japanese consumers have the most rigorous requirements Consumers Japan set specific standards for quality, durability, reliability and usability of the product Japanese consumers not only high quality requirements, packaging guaranteed, sales service and good after-sales service, but also want to purchase with a reasonable price However, they can still pay for innovative products, good quality

Consumer trends change with the seasons When planning sales, businesses must consider the difference in the weather Favored the variety of products: goods have diversified models attracting Japanese consumers However, the Japanese often buy products in small quantities for their accommodation space is relatively small, and also to change accordingly equipped new models So the current scale of import tends to smaller and more abundant species

2.2.2.2 Drinking milk culture

Recently, environmental protection consciousness of Japanese consumers are increasing The stores and businesses are removing the packing too much The packing of products were recovered and recycling

After taking out a box of milk, the Japanese don’t throw into the garbage bin Instead, they will peel 4 upper-under ("ear" of the box) and squeeze the milk carton down flat, then drop

it For big milk box, oversized (from 1 liter or more), the Japanese did the same as above, but in addition to the milk box cut out, washed and dried The milk box will be used for recycling, both an economical and environmentally friendly

Therefore our boxes of product need to ensure quality, environmentally friendly, recyclable

or biodegradable

2.3 THE PARTNERSHIP AGREEMENT BETWEEN VIETNAM AND JAPAN

2.3.1 Agreement on Comprehensive Economic Partnership ASEAN - Japan (AJCEP) Date signed: 4/2008 effective from 01.12.2008

Benefits: Provide a roadmap for tariff reductions in agreements between countries and established the Center for the Promotion of Trade, Investment and Tourism ASEAN-Japan (AJC) in May 1981 based on the agreement established the Center for the Promotion of Trade, Investment and Tourism ASEAN was signed by ASEAN governments AJC center headquartered in Tokyo plays a key role in promoting the growth of exports, investment and tourism in economic development between Japan and ASEAN member countries 2.3.2 Agreement on Comprehensive Economic Partnership Vietnam - Japan (EPA) Date signed: (EPA) began negotiations since 2007 After 9 rounds of formal negotiations, the two countries signed the EPA to date 25/12/2008 As AJCEP, this is a comprehensive economic agreement in terms of trade in goods, services, investment and economic cooperation

Benefits: In terms of general commitments, within 10 years from the implementation of the agreement, Vietnam has committed to liberalize approximately 87.66% for trade and Japan pledged to liberalize 94, 53% of trade turnover In the last year of tax reduction

roadmaps is after 16 years of implementation of the agreement, Vietnam has committed to liberalizing trade turnover 92.95% Nowadays, Japanese tax imposed on soya milk products imported from Vietnam of 1.2% (2015)

There's also a number of agreements on avoiding double taxation and customs help make the import and export between Japan and Vietnam are safe and easy

2.4 COMPETITORS

1 Kibun Food Chemifa Co.,Ltd

It is a subsidiary of Kikkoman Corporation, a Japanese firm involved in the manufacture and sale of soy sauce and soy sauce-related seasonings, the leader in the Japanese soy milk market, now known as Kikkoman Soyfoods Company (SF) The company is headquartered

in Tokyo, Janpan In addition, it has sales offices in Kamogawa, Osaka and Nagoya Kibun Food Chemifa Co.,Ltd

Products: Kikkoman Coffee Flavoured Soy Milk; Kikkoman Soy Presso Coffee Flavoured Soy Milk; PEARL® Organic Soymilk Family (Original; Creamy Vanilla; Green tea; Chocolate; Unsweetened; Coffee); PEARL® Organic Smart Soymilk Family (Original; Creamy Vanilla; Chocolate) [4]

2 MARUSAN-AI Co., Ltd

Together with its subsidiaries, produces and sells food provisions in Japan The company’s product portfolio includes Miso, a seasoning made from soy beans for soup, dip, etc.; and soy milk It also offers soft drinks and other foods The company is headquartered in Okazaki, Japan

Products: (Soy milk) Unsweetened (organic – certificate); Sweetened; Sweetened Light

(45% Calorie – off); Malt flavor; Malt flavor Light (50% Calorie – off); Matcha flavor

(green tea); Mame Piyo (for children): Cocoa flavor, Strawberry flavor [5]

3 Alpro company

Alpro is the European market leader in plant-based alternatives to dairy and meat with its brands Alpro and Provamel The Wevelgem plant in Belgium is the largest plant-based food & beverages factory in Europe Alpro is a subsidiary of The WhiteWave Foods

Company, which makes and sells branded plant-based foods and beverages, coffee creamers and beverages, premium dairy products, and organic produce throughout North America and Europe

Products: Provamel Almond Natural Unsweetened (£2.49 per litre); Provamel Almond Sweetened (£2.49 per litre); Provamel Cashew Sweetened (£3.58 per litre); Provamel Rice Unsweetened (£2.49 per litre); Provamel Rice – Coconut Unsweetened (£2.49 per litre); Provamel Soya Unsweetened (£1.79 per litre) [6]

In addition, there are many products of other companies such as Meiraku 100% Certified Organic Soy Milk, Kagome Karada (Health) NEXT, Top Valu (Max Valu supermarket brand) Coffee Flavoured Soy Milk

III SWOT

3.1 STRENGTH

Have experience in establishing and building a strong brand In the years 1997

-2002 Vinasoy had to compete with a lot of big guns in Vietnam (Vinamilk, Dutch Lady, )

- Vinasoy proved a big firm in domestic market That is foundation and a steppingstone to enter international markets

- Technology: Modern technology, with a first Viet Nam soymilk factory among top

5 largest soymilk factories in the world and a Research & Application soybeans Vinasoy Center which is the first and only center in Vietnam

- Brand Vinasoy have occupied Vietnamese’s affection We can begin to channel its products through Vietnamese living in China

- Vinasoy has an enthusiastic human resources as well as the courage to learn and change

3.2 WEAKNESS

- Vinasoy hasn’t diversified to taste yet (only 2 taste) But, Chinese like to use flavored milk and the competitors produce soymilk which combined with a lot of taste

- Raw material mainly purchase from Dak Nong, lead to be difficult in buy in bulk

3.3 OPPORTUNITIES

- Japan is a developed country

- The legal system is reliable and the infrastructure effectively, political risk in Japan

is very low

- Japan is a country with an aging population, a high proportion of elderly people Soya milk is the drink suitable for older people

- Japanese like products from natural have high nutritional value

- Customs of soymilk from Vietnam to Japan is only 1.2% Customs system develop and safe Route, transporting goods from Vietnam to Japan easily