CHIẾN lược KINH DOANH của tập đoàn tân HIỆP PHÁT e

THE BUSINESS STRATEGY OF THE TAN HIEP PHAT GROUP TABLE OF CONTENT TABLE OF CONTENT INTRODUCTION RESEARCH OF CONTENT History of establishment and development .4 Analysis of the Tan Hiep Phat Group's business environment 2.1 Economic environment 2.2 Environment political - law 2.3 Environmental Culture - Society 2.4 Environmental technology 2.5 Natural environment – environmental Analysis of the competitive factors 3.1 Customers .7 3.2 Substitutes .9 3.3 Supplier 3.4 Competitors 10 3.5 Public 10 Proposed the business strategy for the Tan Hiep Phat Group 11 4.1 Focused growth strategy: .11 4.2 Differentiated strategy 13 CONCLUSION 16 INTRODUCTION We are living in a new world, the world of globalization, with major changes, diverse and complex, affecting any other country and any enterprise In social trends are developing at present, the economy is not unique Vietnam has many changes, but also influenced the change of the world economy Businesses are parts directly to race with such changes In the market economy, fierce competition as today, for now, the strategic planning is extremely important to be able to grow the business, increase revenues and profitability, maintain the prestige and position in the market Enterprises in Vietnam on the path of integration is still looking for its proper direction and rebranding before the competition of multinational companies Many businesses have failed, but many businesses have succeeded in planning their business strategy In which Tan Hiep Phat Group with herb tea products Dr Thanh is an example Through sound business strategy and the proper investment in marketing activities, right from its launch in late 2008, Dr.Thanh has created a real craze for consumers So what has made them successful in the business strategy of product Dr.Thanh - Tan Hiep Phat company? What lessons can be drawn for other brands Vietnam can learn from and get the same success? Wishing Vietnamese brands will have much more success, I have made analytical essay "The business strategy of the Tan Hiep Phat Group - focus on tea Dr Thanh herbs products " RESEARCH OF CONTENT History of establishment and development Founded in 1994, formerly known as Ben Thanh Brewery, Tan Hiep Phat (THP) has become stretched beverage conglomerate with strong product lines have health benefits Tan Hiep Phat is now a pioneer in the changing habits of the people refreshments Vietnam: friendly than bottled beverages with health benefits Products such as Green Tea Not Degrees, Dr.Thanh Herbal tea, energy drinks Number 1, Number Soya Soya milk,etc, is the leading brand in the market, has proved Tan Hiep Phat always go beginning in approaching and understanding the ever-changing needs of consumers Tan Hiep Phat products continuously won the title "Vietnam High Quality Goods" as consumers voted honoring National Brands in 2010, and many other valuable prizes, which are widely used by news ensure quality management and environmental protection and integrated ISO: quality Management system ISO 9001: 2000 (in 1999), environmental Management system ISO 14001: 2004 (2006) and management systems food safety HACCP (in 2006) With ambition "to become Asia's leading conglomerates in three main business areas: beverages, instant food, plastic packaging", Tan Hiep Phat has continually invest in developing production chain systems, modernization of technology, and are proud to be one of the domestic unit owns many production technology, the most modern lines as sterile lines aseptic cold extraction, European technology chain, Japan Add that, Tan Hiep Phat may be the team of 4000 staff, professional staff, are trained at home and abroad, experienced, enthusiastic, dedicated for the development of the company Analysis of the Tan Hiep Phat Group's business environment 2.1 Economic environment During the last period of 2008, the time of the Dr.Thanh hit the market, the time of Vietnam is in the process of international economic integration, the global economy, complicated, global financial crisis exploded in September 2008 and the economy sank deep into Depression However, the government has made policies and measures to curb inflation in 2008, the support package of economic stimulus is done to put the economy gradually stabilizing In fact, in late 2008 and 2009, our country's economy has recovered clarity, overcome the economic crisis of the world's worst in 80 years and regain growth momentum At the end of 2008 - 2009, industrial production began to recover and growth over the quarters Market prices were stable, demand still rising, though slowly Thus, one can see a time when the Dr.Thanh hit the market, the economy, though with difficulty, but there are good signs of resilience, overcoming the economic crisis and regain growth momentum In early 2014, although economic growth in the first months of the year reached a low level compared with the previous year, but from the second quarter, the industrial sector has made positive changes The exports and imports have positive changes, export turnover increased by 22.2% over the same period last year Consumer price index in June 2012 decreased by 0.26% from the previous month, the third consecutive month low earlier rose only 0.2% less than in the direction of diminishing growth, stable market 2.2 Environment political - law Political, political stability and consistency in policy stance big that investors have the optimism of the market, so this is a factor in attracting large amounts of foreign investment in Vietnam On the other hand, political stability and contributing to the production of enterprises Enterprises not have the pressure of political instability, with the condition basis for production Political stability brought foreign investment flows into the enterprise, businesses can rely on that funding to develop production and business to expand market share and develop business strategies Legal, with the integration into the world economy, Vietnam legal system has been modified to fit more and more complete and create a legal framework for economic activity in order to protect rights and mutual benefits for all businesses and consumers The legal system simultaneously maintains political stability, create confidence for investors as well as business activities of enterprises effectively 2.3 Environmental Culture - Society Social and cultural environment of our country are varied and complex, Vietnam is a developing country with a population of over 88 million people (ranked 13th in the world) Population growth rate per year over the period 1999-2014 was 1.2%/year, Vietnam is still a developing country with 54 ethnic groups, live with agricultural cultures is essentially why Vietnamese were very close to those of products from natural beverages like green tea, squash , coconut cream,etc, Special tea culture is a longstanding tradition of Vietnamese people The trend of increasing urbanization going strong, people's lives and their incomes rising (according to AsiaPanel, the number of households entering the highincome group (over 6.5 million VND/month ) has increased from 7.3% to 11.9% of total households Vietnam) and consumer trends are essential for their lives has risen, leading to increased demand considerable refreshment According to some assessments of the investment in the beverage industry, Vietnam currently consumes a large volume of beverage products, approximately about 4.2 billion liters / year and the market is growing very strongly A study of Vietnam AsiaPanel about taking drinks to see the trend of using the beverage has health benefits is booming in Vietnam, especially in big cities When the money in the bag becomes more abundant, the people turned to the choice of products derived from natural healthy nutritious as milk, dairy products, juices, smoothies, bottled water,etc, Besides consumer tastes of each region each other, hustle, more modern lifestyle, it is out of working hours is still very concerned about health care for their families and themselves, participating many activities and sports, social activities,etc, So the consumer enjoys consumption products usability fast, action that is good for health, it requires companies to the business in the field of refreshments should have specific strategies, research clearly tastes of each customer to meet customer demand 2.4 Environmental technology THP group is the first in the beverage industry bia- certified quality management system ISO 9001-2000 Environmental Management System ISO 14001: 2004 management system and food safety according to HACCP standards Tea Dr.Thanh have inheritance in the design of packaging, PET bottles, the production line and distribution channels from other products of THP Group, typically green tea No.0 level Dr.Thanh tea is bottled in the special production conditions in order to retain the nutrients, beneficial for the body PET bottles for tea withstand high temperatures due to the hot filling Right at the outset, Tan Hiep Phat has invested its own PET bottle production line of this 2.5 Natural environment – environmental Favorable geographical location to make it easier to trade with partners across the country and in the region and around the world by land, waterways and airways However, distance north - south rather large distribution, providing products for the North difficulties of transportation costs, promote products, requires companies to have an appropriate strategy Besides, Vietnam is characterized by tropical monsoon climate, with large annual precipitation and mean temperature at a high level: climate characteristics, making the need for refreshment of people across the territory very high, Tan Hiep Phat provides a vast consumer market The main raw material used to produce tea Dr.Thanh include herbs such as honeysuckle, chrysanthemum, Arhat fruit, dry down draft, licorice, birthday flowers, wood free, hybrid extract, herbal, 6/9 herbs over there in Vietnam However, most products still have to import from China, because in this country prior stop at the small production However, the introduction of the herbs are grown in Vietnam to enter is entirely feasible because our country has a tropical monsoon climate, the north has distinct seasons, southern hot and humid climate with much rain besides, our country also has a number of sub-temperate regions such as Da Lat, Sapa,etc, Climatic conditions in line with a lot of herbs In addition, the hot and humid climate typical of our country also has a positive effect on the consumption of the product Analysis of the competitive factors 3.1 Customers The customer is the enterprise market, a change in demand, purchasing decisions of customers are now forced to take the positive actions that can adapt They can create pressure on manufacturers to reduce prices or improve product quality and better service When research on customer Tan Hiep Phat Group is divided into main groups: - Individuals, households and collective purchasing products and services - International markets: foreign customers - consumers, distributors, foreign partners - The system of wholesale and retail distribution, supermarket - The effects of corporate customers is demonstrated by the following factors: Number of customers: + Buy retail consumers: the more crowded the better benefit enterprises that consume so many products, less the cost of consuming more, fast product is known, market Vietnam has a large population (over 88 million people) Products Dr.Thanh suitable for all ages, body purification negligent hot "with royal herb" This slogan hit sentiment Vietnamese people who live in hot tropical climates want health care with natural methods + Distributor: Tan Hiep Phat Group has an extensive distribution network of over 268 provinces with the distributor level 1, which is an advantage in the market launch of the product, consumers have access to a quickly Price sensitivity: + With life and income levels improve a consumer has more boldly in her shopping and they still have concerns about the price: * Customers who want to buy affordable prices affordable * Distributors, supermarkets want profits and enjoy higher discount So now also need reasonable pricing, discounts accordingly, price strategy for each stage of the product life cycle + Customer requirement for quality products, services, packaging design,etc, Today, with the abundance and diversity of consumer product market, consumer demand of customers is increasing So we need to study the tastes of the consumer to grasp the new trend Therefore companies must constantly develop innovative products to suit customer needs Requirements for safety, brand reputation: + Consumers increasingly more knowledgeable and demanding about the safety norms and standards for product quality is getting higher + Clients react very sensitive to the information relating to food safety and always ready to shift their consumption of substitute product if the product does not trust the old + Customers also preferred the familiar brands, prestigious and widely advertised The building brand reputation based on the quality and safety of the products can be quite expensive, but it offers long-term benefits and sustainability for enterprises, especially the position in the minds of consumers For products Dr.Thanh, need more rigorous in controlling the quality of products, to avoid errors and poor product quality was launched, as this will impact negatively on reputation and brand of the company Information about the customer: The customer understand the product information will create great pressure on bargain now, especially the distributors 3.2 Substitutes - Product replacement product can be used interchangeably in meeting certain needs one man - For products Dr.Thanh, we focus on the beverage market, especially the bottled tea products, herbal tea On the market today, with over 3000 products beverages In particular, bottled tea products have the following brands: C2 Green Tea (URC), Lipton (Unilever),etc, Particularly with herbal tea product line has brand Tam Thanh (Bidrico), Teafres (ICP), Yinyang (URC),etc, 3.3 Supplier - Suppliers are organizations that provide products, materials and services for business input to ensure the business is the production and business activities - Suppliers provide inputs for production and business processes should have considerable influence on the business Quality and price of supplies affect the quality and price of products Therefore, the supplier is one important factor affecting the business activities of enterprises - The number of suppliers is now as much less pressure from suppliers and vice versa Besides, the proportion of first home buyers commodity supply increasingly higher now under pressure from suppliers there, especially the pressure on prices But conversely, if businesses are major customers of suppliers, enterprises have been many advantages Tan Hiep Phat grasp this, so that Tan Hiep Phat has 23 strategic suppliers and each type of material has a lot of different suppliers - Tan Hiep Phat customers have regular relationships and long term with favorable supplier in the purchase process Purchasing department of raw materials of Tan Hiep Phat always understand the market, regular monitoring of price and supply of raw materials to stabilize production inputs - The next factor affect businesses is quality input materials We can say the quality of input materials, the new well to facilitate the production and consumption of products Quality input materials as possible are increasingly producing products of high quality, create the competitiveness of the companies producing goods and creating competitive advantage for Tan Hiep Phat Thus creating the brand for Tan Hiep Phat Because of this reason that all the raw materials which the company purchased are imported from reputable suppliers and higher quality materials than before - Although Tan Hiep Phat can buy raw materials from local companies but the majority is imported from abroad, causing higher transport costs this is one disadvantage to the Tan Hiep Phat Especially most of the raw material is imported Dr.Thanh from China This creates higher costs led to cost and pricing of the products is also high, which reduces the competitiveness of products 3.4 Competitors - Competition on price: Dr Thanh Herbal tea have far higher rates than other types of other bottled beverages However, customer acceptance of products because it is beneficial for health Dr.Thanh help us identify product strategy of Tan Hiep Phat for this trademark was skimming lightning, or launch new products to market with high prices and high levels of promotional: High price calculation to ensure gross margin on product unit at the highest level, for the promotional spend to convince the market of the product benefits even at high prices Promotional activities at a high level is to increase the pace of market penetration - Competition in the alternative: Tea is the material used to make the drink popular in the world for thousands of years, especially in Asian countries like China, Taiwan, Japan, Korea,etc, Vietnam market in the world and in the region, bottled tea flourished since the 80s of last century All major brands available in Vietnam are already available products in the market green tea Europe, America, Japan, Korea, such as Lipton, Pepsi, Coca Cola, URC,etc, For its own product lines have herbal tea brands Tam Thanh (Bidrico), Teafres (ICP), Yinyang (URC),etc, - Competition in variety: With the Dr.Thanh herbal tea of Tan Hiep Phat Group has created a difference compared with competitors by pioneers in exploring herbal tea market, and still is the market leader of bottled tea 3.5 Public 10 In the environmental component of marketing has many different public directly by the company These factors also play the public role no less than the financial institutions credit All have a role that helps businesses reach customers quickly and efficiently Some types of the public as follows: + About Financial: It affects the ability to ensure the company's capital Basic public directly in financial circles as banks, investment companies, brokerage firms of the stock exchanges, shareholders Some banks have participated in the support for the Tan Hiep Phat + The public is directly attached to the media: The public of the media are the common organization news, articles and editorials First it was the press, radio and television stations such as: Vietnam Television, Radio Voice of Vietnam, the Television City, Da Nang Television,etc, The press mouthpiece like: Vietnam newspapers, youth, youth, vnexpress,etc, With Dr Thanh herbal tea, the media has played a special role in stimulating the process of bringing the product to the consumer Thanks to strongly invest in this channel, Dr Thanh herbal tea has aroused curiosity, attention and stayed in public opinion, contribute to the success of a brand right from the first day + Direct local public: Tan Hiep Phat public relations directly with local people living in the surrounding area and local organizations Tan Hiep Phat usually sent one person in charge of the relations with local authorities to address these problems, people's feedback on the impact of the plant on their lives + Direct internal public: Tan Hiep Phat create jobs for nearly 4,000 workers, normally held annually to encourage employees with rewarding funds + Community - social organization: One of the programs of action of Tan Hiep Phat tradition for over 13 years is close to sports activities, Tan Hiep Phat is the companion of many programs, sports activities across the country as Cup national championship V-League, HTV Cup cycling, football Cup international Number 1, the project first brought Vietnam who conquered Mount Everest or close here is the reward for athletes won gold medals at SEA Games 24 League wild salute Vietnam munng BTV-number (on December 31, 2008 to January 1, 2009) Proposed the business strategy for the Tan Hiep Phat Group 4.1 Focused growth strategy: 11 Products marketed Dr.Thanh targeting locations where the other beverage businesses untapped, which is the herb tea With the idea stems from a business trip to visit China, the product was rapidly Dr.Thanh centralized deployment in a short time to put on the market Communication activities are primarily aimed at young people, the use of products focuses on heat, detoxify, matching the tastes of consumers in Vietnam, our products are high-end positioning derived from nature Product launch phase, THP leaders realize that or is to run at full capacity products like Green Tea zero degrees by the middle of last year or the entire organization is not enough manpower to be able to undertake all everything Therefore, all resources are focused on bringing products Dr.Thanh soon consumers In the field of marketing, communication and brand positioning will be weakened by a lack of focus When this happens, we will not build a real brand identity Therefore, THP leaders have very many discussions to decide whether to narrow the target markets and target customers of specific brands to increase the effectiveness of its launch Images in ads Dr.Thanh, so most young people use objects When THP product launch Dr.Thanh Herbal Tea, has a lot of suggestions and ideas on the implementation of the activation and brand awareness However, the final decision is selecting only the essential programs that can cause powerful effects THP has concentrated on major programs to build the image presence and brand products as well as to test for more customers For example, focus on brand-building program at Resort Dai Nam Van Hien Binh Duong province to maximize the presence and product trial Dr.Thanh Herbal Tea The main areas where THP focus on to achieve success: - Consumers: Products Dr.Thanh instant drink herbal tea is a great example of the potential demand of consumers has been THP turned into a business opportunity Tea drinking is a very important position in the food culture of Vietnam Type in consumer psychology today, is not only a beverage, no gas, no preservatives, no artificial coloring but it also has health benefits - Customers: Customers are extremely important partners because they store our goods to sell There will be no successful marketing activity if we not consider the impact of such operations on the client At THP Group, the company has a division 12 focused entirely on customer care THP group treat all our customers as true business partners - The implementation: There are many good ideas, there are very great plan but it failed because the deployment so bad For products Dr Thanh Herbal Tea, THP has a team was organized and focused quickly bring products to market in a short time Reportedly, since the idea until the entire R & D, design, packaging and finished products are marketed, just take a mere two months THP leaders know that the launch of the product must take place before the Lunar New Year season to maximize the level of impact on consumers and the domestic market Objectives, roles, duties and functions have been set up specifically to ensure that everyone working in sync If THP even one day delay product launches Dr.Thanh Herbal Tea, THP will not be able to reap good results like today 4.2 Differentiated strategy THP has made a difference in this brand Dr.Thanh Herbal Tea a meaningful way to consumers Benefits of purification and cooling combined with product differentiation from herbs Royal has proved that this is an extremely powerful idea and differences to the impact on consumers These different factors should be noted: - Product: Dr.Thanh herbal tea beverage is made from precious herbs (honeysuckle, chrysanthemum, Arhat fruit, dry down draft, licorice, birthday flowers, wood free, hybrid extract, herbal) have cooling effect and purify the body Recipes herbal tea is unique in that the product Dr.Thanh refreshments but beneficial to health Benefits of cooling and purifying the body from herbs is an extremely powerful idea unique and psychological impact on consumers accept that Time to market, no product has similar components Products advertised as "royal herb", made the premium positioning of the product - Packaging: Tea Dr.Thanh have inheritance in the design of packaging, PET bottles, the production line and distribution channels from other products of Tan Hiep Phat that green tea is typically not high Dr.Thanh tea is bottled in the special production conditions in order to retain the nutrients, beneficial for the body PET bottles for green tea withstand high temperatures due to the hot filling Right at the outset, Tan Hiep Phat has invested its own PET bottle production line of this 13 - Investment in marketing: While the economic downturn, many businesses have chosen to save costs, but Tan Hiep Phat group is doing the opposite, sizable investment for the production and marketing of new products are Dr.Thanh herbal tea It seems all the effort are not wasted when bringing success for Dr.Thanh tea In 2008 and 2009, THP is one of the five biggest advertising company in Vietnam and has continued to increase his advertising costs up in the following years This is a very risky job High investment in brand products also means facing a high risk when the product does not meet the needs of consumers and not achieve expected sales But facing the challenge that the THP Group has studied carefully and for the impressive form of advertising Advertising of products Dr.Thanh constantly appeared in so many months on all media Expenses for product marketing spend is very large, up to millions of dollars, however, the media campaign "carpeted" thus influence the minds of consumers is huge Have to say, the product has created an extensive coverage throughout the country, to go deep into the minds of consumers in Vietnam - Brand: The reason for the naming Dr.Thanh, Tan Hiep Phat Group given explanation is quite interesting, the first "Thanh" here means the heat, pure as the slogan "purify the body"; No is the name identical to the name of general director Tran Quy Thanh This particular name is probably hidden yearning for a Vietnamese brand international level has always existed in the heart of this successful business This is a short name, easy to remember, easy to stick in the minds of consumers - Technology: Most prominent is the technology of the product packaging, the successor in packaging design makes the real difference in this area Tan Hiep Phat has created all kinds of PET plastic bottles, glass bottles, reusable, paper boxes and cans Tetra Park is very convenient for consumers with machinery most modern production in our country Tan Hiep Phat has built a research lab developing new products This has helped the Group to become a pioneer in the market with leading brands, reasonable prices, good quality, good design and preferred by consumers Besides, the Tan Hiep Phat is one of the group have been hired so many consultants for the project as well as the business strategy, corporate marketing And expenses that corporations pay for the consultants is huge 14 - Timing: THP moment that launched the Dr Thanh extremely convenient and is considered the golden time As consumers in the early spring air, food festival with diversified, no longer feeling any more palatable, hot feeling uncomfortable in my body from floating avoid the Dr.Thanh brand positioning with the function solve those needs Healthy products to the throne, as evidenced by the success of zero degrees tea Therefore Dr Thanh is the first choice for festival season 15 CONCLUSION Herbal tea products Dr.Thanh instant drink is an excellent example of the potential demand of consumers has been THP turned into a business opportunity Type in consumer psychology today, increasingly towards natural products, health benefit Dr.Thanh herbal tea born with features detoxify, purify the body, right to the customer demand in the market of Vietnam, is a tropical country The THP time when the market for products Dr.Thanh also entirely reasonable As consumers in the early spring air, food festival with diversified, no longer feeling any more palatable, hot feeling uncomfortable in my body from floating avoid the brand positioning Dr.Thanh with the function solve those needs Healthy products to the throne, so Dr Thanh is the first choice for festival season Products Dr.Thanh be marketed with a proper marketing strategy and proper investment The communication messages strike a chord in the psyche of the consumer with a wide coverage in the media The message "eat snacks, potato chips, hot in person,etc, Dr.Thanh tea "is broadcast with dense frequency was imprinted in the minds of consumers Our products are aimed at all audiences of consumers, to show the image of children, youth, office employees, the elderly,etc, in advertisements 16 ... take place before the Lunar New Year season to maximize the level of impact on consumers and the domestic market Objectives, roles, duties and functions have been set up specifically to ensure... convince the market of the product benefits even at high prices Promotional activities at a high level is to increase the pace of market penetration - Competition in the alternative: Tea is the material... market share and develop business strategies Legal, with the integration into the world economy, Vietnam legal system has been modified to fit more and more complete and create a legal framework