Luận văn thạc sĩ giải pháp hoàn thiện chiến lược maketing mix tại công ty nước khoáng lavie en

TABLE OF CONTENTChapter I: The situation of the marketing mix activities for mineral water products of Lavie Ltd.. System solutions in order to improve the marketing mix for product Min

LUẬN VĂN THẠC SĨ GIẢI PHÁP HOÀN THIỆN CHIẾN LƯỢC MAKETING MIX TẠI CÔNG TY NƯỚC KHOÁNG

LAVIE

Subject: MARKETING STRATEGY OF LA VIE CO (COMPLETE SOLUTION FOR DEVELOPING MARKETING MIX MINERAL WATER

MARKET OF LAVIE LTD.)

TABLE OF CONTENT

Chapter I: The situation of the marketing mix activities for mineral water

products of Lavie Ltd in the past

9

I About Company Limited Lavie and the production of mineral water 9

2.The reality of the lines, equipment and technology companies 27

III Production and business results achieved by Lavie Co., Ltd. 42

1 Mineral water supply situation and target market of plant 42

IV MIXED REALITY MARKETING ACTIVITIES FOR PRODUCTS CO Lavie

50

4 A number of marketing activities he drank to the marketing mix strategy for mineral water products Co., Ltd Lavie

II System solutions in order to improve the marketing mix for product Mineral Water Company Limited Lavie

66

2 Complete marketing system for mineral water product mixture Lavie 67

2.1 Program planning organizations marketing mix activities 67

2.5 The complete system solutions marketing mix for Lavie mineral water through its tools.

70

1 Development of management information systems, marketing information 73

List of tables , figures, graph

Table 1.: Summary of revenue and profit

Table 2.: Growth rate of GDP in the period 2002-2011

Table 3.: GDP per capita in 2002-2011

Table 4 : Vietnam population data

Table 5: Age structure of the population, 2009

Figure 1 Organization Chart Company La Vie

Chart 1.: Revenue growth and profit

Figure 2: The growth rate of GDP of Vietnam during the period 2002 - 2011 Graph 1: GDP per capita in 2002-2011

Chart 2: The McKinsey 7S model

Table 6: Matrix of external factors affecting EFE

Table 7: competitive comparison matrix (CPM)

Chapter I: The situation of the marketing mix activities for mineral water products of Lavie Ltd in the past

I About Company Limited Lavie and the production of mineral water

1 The process of formation and development of Lavie Ltd.

2 Functions and duties of the company

2.1 Function

2.2 Tasks:

II Environmental production and business activities

1 Business Environment

1.1 External environment

1.2 The internal environment:

* The structure of the company

2.The reality of the lines, equipment and technology companies

3 The reality of the financial situation of the company

4 The labor situation of the company

6 Lavie mineral water customers

7 Competition.

III Production and business results achieved by Lavie Co., Ltd.

1 Mineral water supply situation and target market of plant

2.Business results achieved by Lavie Co.

IV Food state mixed Marketing operations for the company's mineral products Lavie Ltd.

1 Product Policy

2 Price policy

2.1.Policy objective of price

2.2.Factors affecting the price

3 Advertisement

3.1 Sales promotion (sales promotion)

3.2 Direct Sales

3.3 Public relations activities

4 A number of marketing activities he drank to the marketing mix strategy for mineral water products Co., Ltd Lavie

6 Evaluation of marketing activities for the product mixture of mineral water

Co Lavie

Chapter III: A number of measures to improve the marketing mix activities for mineral water products Co., Ltd Lavie

I The goal of the development of the marketing mix

1 The overall objective marketing

2 Objectives for the marketing mix activities

II System solutions in order to improve the marketing mix for product Mineral Water Company Limited Lavie

1 Capacity building for marketing Lavie Co

2 Complete marketing system for mineral water product mixture Lavie

2.1 Program planning organizations marketing mix activities

2.2 Predict response response:

2.3 Designed for marketing messages mixed

2.4 Decide the scope, frequency and intensity effects.

2.5 The complete system solutions marketing mix for Lavie mineral water through its tools.

2.5.1 Advertisement

2.5.2 Sales promotion activities

2.5.3 Direct Sales

2.5.4 Public relations activities.

III The other solution

1 Development of management information systems, marketing information

2 Coordinate the policies of the marketing-mix

2.1 Coordinate with product policy.

2.2 Coordinate with the pricing policies:

2.3 Coordinate with distribution policy.

Conclusion:

REFERENCE

Vietnam is now on the development of market economy, many components, theintegration with the regional economy and the world In the development process,

there is a new job, new opportunities for the people of Vietnam, which is the field ofMarketing.

Only a few years ago, when it comes to Marketing people do not understand what it

is industry, they provided it is simply marketing But perhaps now, the term

"Marketing" is no stranger to the people but they have not been able to fullyunderstand the role of its activities in the field of manufacturing and trading

In the past customers have to be proactive to find the goods, and today's businesses

to find customers for his goods more and more, increasingly diverse Consumersmay select goods for his business and marketing has helped to sell, just to helpconsumers choose the right products they need

Joint Venture Company La Vie is the one who must find his client because thebottled water market today are widespread in Vietnam market Issues need to set outwhat companies must do to stay on the market this fierce watch?

In this article I would like to know how the company La Vie can stand strong even

in the Vietnamese market and Marketing department has contributed to that success

1.1 ABOUT COMPANY LTD LA VIE

1.1.1Foudation and development

Lavie venture company formed investment partnership of Long An Food Companyand Franco Asiatique Holdings Company Pte.Ltd (CFAH) under license number423/GP investor on 30/09/1992 with a total initial investment of $ 5,600,000, capital

of $ 2,000,000 of which the country accounts for 35% stake share, foreign

accounting for 65% share In October / 1993 Perier Vittel Group-a group of theworld's leading mineral water Company has equity participation CFAH with thelevel of contribution is 51% of the shares of the Company CFAH For Vietnamesepartners, on 04/04/1996 General Trading Company nominated Long An ProvinceLong An alternative Food Company under the investment license number423/GPDC2 Lavie Venture company officially changed the name into Co Lavie on17/07/2007 under number 501 022 000 040 investment certificate by the People'sCommittee of Long An Province-level Co Lavie is the cooperation betweenGeneral Trading Company Long An Province and Nestle Waters corporations.

La Vie Co officially put into operation on 01 May 07, 1994 with an initial capacity

of 15 million liters / year Investment each year to be considered by the growth ofmanufacturing and trading company Current capacity 3-fold increase comparedwith the initial capacity, there are two kinds of mineral water production line Fromthe beginning of modern automated equipment with a closed process technologyfrom production of bottles, bottle packaging under strict quality supervision ofNeslte Waters, a member of the Nestle Group, along with good market access andexploit the products of the company is leader in the field of products and bottledwater is the only bottled water products sales network across the country Now, thecompany is providing the Vietnam market products called 'natural mineral water LaVie'

Co., Ltd La Vie is the first beverage company in Vietnam granted certificate ofinternational standard ISO 9002 and continuously for 14 years (1997 - 2011) La Viewas voted by consumers' 'High Quality Vietnamese Goods' In particular, for 8consecutive years (2001-2008), La Vie is considered the best and award winning'Golden Dragon' by the Economic Times in conjunction with the Ministry ofPlanning and Investment organization

La Vie Co., whose office is located in Long An and three branch operations in HoChi Minh City, Hung Yen and Hanoi The company operates under theadministration of the board, including general manager and deputy general manager

of the Company From its inception, the company was interested in the development

of local human resources, the company has nearly 272 staff members, but only twoforeigners is CEO and plant manager The key staff are university graduates and benominated to France to attend training under the guidance of experts of NestléWaters Corporation The Company also applies mentoring training measures inplace or send professional training courses in the country to improve the skills ofofficials and employees of the Company

A crucial part of the success of La Vie Co., Ltd is a clever combination ofprofessional qualifications in the field of international mineral of Nestlé WatersCorporation with the intelligence and diligence of the basic training VietnamCompany to a sufficient level, access to new technologies as well as take on theimportant position

The milestone of La Vie

1992: Establishment of Joint Venture mineral La Vie in Long An

1993: Nestle Water is a major investment for a 65% stake

1994: La Vie debut product markets 0.5L and 1.5L

1999: La Vie launched 5G bottles for home and office

1999: La Vie achieved ISO 9001 certification, the first company in the field ofbeverage achieve this certification

2002: The factory in Hung Yen official manufacturer La Vie provides market theNorth

2005: Innovation from the square bottle round bottle switch use to this day

2008: Investing in small bottles and bottles of 19L line with the most moderntechnology for the plant in Long An

2009: Achieving ISO 22000 certification, ISO 14001 and OHSAS 18001

2010: Investing in small bottles and bottles of 19L line to the factory in Hung Yen2011: launch of the new line Krones for Hung Yen plants (20 000 bottles / hour,project investment PET line for Long An (48000 bottles / hour) and extendedstorage

1.1.2 Vision - Mission - Values

Vision:

Maintain and promote La Vie become the number one bottled water company inVietnam (On production and sales) with the resulting high-quality products bringprofit to the company

Mission:

- Developing and investing in key personnel

- Investment in system / process (ERP, RMA, etc.), re-set the workflow to improveproductivity

- Investments in brand and product innovation

- Focus on quality

- Improving safety behavior in all areas of the company

- Continuous improvement in order of priority everywhere

Value

- All for customers: We are committed to focus on serving customers andconsumers.Customers will feel very satisfied with our quality and service Weanticipate the future needs of our customers and are always prepared to meet thoseneeds

- Commitment to quality: There is no compromise on quality.La Vie productsalways have high quality than the competitors.

Continuous improvement: We always have the ambition to continually improve theperformance measurement indicators, methods and work efficiency of employees

- Human resources La Vie make a difference: We want to retain, develop and recruitthe staff always had the passion, ambition and progressive.La Vie employees whohave high-performance along with extensive knowledge of the soft drinks industry

- Integrity, honesty and dedication: We are open and fair with employees andbusiness partners.We respect different views We are committed to the job and thecompany

- Proud of the company: We are convinced and proud to work for food and beveragecompanies in the world as well as Vietnam

Figure 1.1 Organization Chart Company La Vie

General directors representing foreign partners, general operating businessoperations, responsible for the efficient production of the company's business.

Deputy General Director representing the Vietnamese partner in the joint venture,besides vice president responsible for the relationship between joint venture withthe local government and is operating the quality management activities throughoutthe company

Director responsible for managing plant production activities as well asdevelopment projects in both the Long An and Hung Yen Director of the factoryLong An (in fact Director cum factory location) and Hung Yen carry out the

management of production activities in the factory under the management of thefactory manager Long An is responsible for plant production and supply ofproducts to market South from the town back on Hung Yen is responsible for plantproduction and market supply North from Quang Tri.

Company marketing department is responsible for marketing, trade promotion forthe country, both North and South markets Marketing department is responsible fordevelopment and implementation of strategic marketing plans to promote the sale ofproducts to ensure the business plan of the company

Booking is divided into two zones with two parts: the sales department small bottle

of South and North, the obligation to sell large bottles of South and North NorthernSales is responsible for promoting the consumption of plant products by Hung Yenproduce across the northern range from Quang Tri In the North, with sales sellingsmall bottles and a big bottle, small bottle sales department with the task oforganizing the consumption of small-sized products (products with a capacity of350ml bottles; 500ml; 1 , 5L; 5L) also large bottle sales department is responsiblefor organizing large-sized consumer products (product type cylinders 19L aka 5gallon bottles)

Purchasing and supply mission to organize the search for suppliers of materials,equipment, machinery, purchase planning and production provide sufficient andtimely manner to ensure the production schedule And organize freight to the place

of consumption, fully meet the requirements of the volume of goods as required bythe sales department

Forecasting, supply planning and product consumption by the plant, supply room,the sales department work closely together to build Sales department is often topredict the volume of products sold in certain phases as the month and year, on the

basis that the supply air and room planning production and supply of products to themarket.

Financial and Accounting Department has an advisory role to the board of thefinancial plan to achieve the highest business performance through this plan Alsoresponsible for coordinating implementation, inspection and control of businessoperations of the company through the financial criteria to ensure the businessobjectives set

HR management HR issues such as recruitment are fully guaranteed to providehigh-quality human resources to effectively serve production and business activities

of the company Make sure the salary, bonuses and social modes such as socialinsurance, health insurance, etc of staff are met satisfactorily

The IT department is responsible for ensuring the operation of informationtechnology systems, data connectivity throughout the company, effective

Target market of La Vie

Natural mineral water products the La Vie service for refreshments and goals focus

on the high-income market, development of industrial life that is urban, industrialzones across the country La Vie bottled product types 350ml, 500ml, 1.5L, 5L and5G (19L) in which two strategic product lines is 500ml and 5G

- The small bottle of product: 350ml, 500ml, 1.5L and 5L are sold nationwidethrough retail market: distributors, dealers, supermarkets and retail stores

- 5G assigned product market:

 Commercial customer markets: business, company, factory, industrial,office, headquarters buy in bulk

 Residential market: the family

 Current 5G products are distributed mainly in Hanoi,

Hai Phong, Ha Long, Hai Duong, Ho Chi Minh City, Can

Tho, Vung Tau, Bien Hoa and surrounding areas

1.1.3 Production and business results

1.1.3.1 The product structure of La Vie Co.

The time now La Vie bottled natural mineral water as the major products areclassified into two groups: small size products with the bottled product types 350ml,500ml, 750ml Premium, 1.5L and big bottled products Product with 5L and 19Lvessels In which the two products account for a high proportion of 500ml and 19L.Analyzing the structure of small-sized bottles and large bottles, the data is measured

in liters of bottled products, small size accounts for 46% of output, and large sizebottles account for 54%

Analysis of the proportion of each product, with data calculated in liters, 19Lproducts (5gallons) accounted for 49.4% of output and 500ml products accountedfor 28.7% These are the two main products in the product portfolio of La Vie Theremaining products turn 350ml accounted for 8.0%, 1.5L accounted for 8.4%, 5Laccounted for 4.4%, the kid-350ml 0.5% and 0.3% premium 750ml

1.1.3.2 Revenue and profit over the years

Table 1.3: Summary of revenue and profit

Source: Financial statements of La Vie 2007-2011

Chart 1.4: Revenue growth and profit

Economic growth rate

Table 2.7: Growth rate of GDP in the period 2002-2011

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 GDP Growth (%) 7.1 7.3 7.8 8.4 8.2 8.5 6.3 5.3 6.8 5.9

Source: World Bank - World Bank

Figure: The growth rate of GDP of Vietnam during the period 2002 - 2011

- According to data on the economic growth of Vietnam from 2002 until now is

quite high.This is a positive factor to the business activity in the economy of

Vietnam in general and La Vie in particular Growth rate of GDP growth has pulled

the growth rate of GDP per capita also increased:

Table 2.8: GDP per capita in 2002-2011

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 GDP Growth (%) 7.1 7.3 7.8 8.4 8.2 8.5 6.3 5.3 6.8 5.9

GDP per capita

(USD) 441 492 558 642 731 843 1,070 1,130 1,224 1,411

Unit: USD / person / year

Source: World Bank - World Bank

Graph: GDP per capita in 2002-2011

- From the above data shows GDP per capita relative increase steadily over the

years, and the relative increase since 2002.Vietnam has overcome the low-income

threshold and are at the stage of low average income This is a benefit for the

economy as well as general manufacturing enterprises La Vie in particular

Increasing consumer

- Economic growth and per capita income affects the consumption of general goodsand bottled water products, including La Vie in particular.When economic growth,high income people, material life is guaranteed, the need to improve nutrition,demand for food safety, including bottled drinking water also increases

- On the one hand to achieve a relatively high GDP growth for many years, butVietnam's inflation high and erratic, control is poor.2011 inflation index at18.7% This is a major difficulty for the production, rising input value while peoplelimit consumption because of the expensive

- Go along with high inflation and erratic bank interest rates also unpredictablefluctuations, especially in 2011 and early 2012, interest on bank loans at very highrates, sometimes up to 25% / year.This figure was stifling the production of goodsand, of course, have a major impact on the economy Production decline as people'sincomes decline and ultimately consumers decline, here it is direct productiondecline

Vietnam international economic integration:

- When Vietnam joined the World Trade Organization WTO, Vietnam will cutimport duty in accordance with the roadmap as WTO commitments.Specifically,about 36% of tariff lines in the tariff to cut import tax rates compared to thecurrent Route cuts last from 5-7 years The branch cuts most textiles, fisheries,manufacturing

create and machinery, automobiles and auto parts, food processing

- Along with the reduction of import tariffs under WTO commitments, Vietnamcontinues to make the commitment to regional tariff reductions under the FTA.Asthese commitments are very radical cuts, down to 0-5% This will have a significantimpact on domestic production if no corrective measures for partner countries haveadvantages in manufacturing and EXPORT export.The tariff reductions under theFTA within the framework of AFTA time not have much impact on domesticproduction due to the fact that ASEAN trade accounted for only 25-27% of the totalvalue of import and turnover thus ensuring that the only to be exempt from the newtax accounts for 10% of total imports from ASEAN However, the when AFTAextended to China, South Korea, the effects will become evident.

- The Vietnam involved more deeply into the world economy, on the one hand tocreate favorable conditions for domestic companies expand, access to advancedtechnology, improve management On the other hand, it also creates competitivepressure for domestic companies.Forcing companies to regulate activity, lower costproducts to adapt to the new situation

2.2.1.2 Political environment, policy and law

- The stable political situation of Vietnam is crucial to economic development, jobs,income for workers, increasing social demands.This is also a positive impact increating and implementing strategies of enterprises in Vietnam in general, including

La Vie

- In the trend of integration into the regional and world economy, Congress enactedand continue to complete the Code of Commercial Law, Business Law, InvestmentLaw, Tax Law to speed up the process economic reform in Vietnam

- The State has implemented policies to encourage all economic sectors, industries,business enterprises which the law allows.This leads to stronger competition in the

market, which requires businesses to survive and develop, they must constantlyimprove their competitiveness, more efficient operation.

- It can be said that bottled water in general and bottled natural mineral water inparticular is one of the essential products in people's everyday lives, ensuring cleandrinking water needs of the strata in society

- Legally binding for the production of bottled natural mineral water mainly related

to food safety and protection of natural resources and the protection of consumers'interests.This is also the problem is La Vie many years very seriously andconsidered the long-term strategy

2.2.1.3 The socio-cultural environment

Vietnam in the concept of culture is a unified national culture on the basis of ethnic cultural nuances are presented in three main characteristics:

multi-The first characteristic: Vietnam has a rich culture and diversity in all aspects, theVietnamese community with 54 ethnic groups have the right customs, good for along time, the ceremony Meeting meaningful community activities, sustainablebelief in religious, ideological tolerance in the different teachings of the religion,thorough communication and metaphor in language communication, fromtraditional to modern literature and art

The second characteristic: The structural differences in terrain, climate and ethnicdistribution, the population has created the cultural area has its own characteristics

in Vietnam From the cradle of Vietnamese culture in the Red River Delta of Vietmainstream culture villages and wet rice civilization, to the cultural nuances ofethnic minorities in the Northwest and Northeast From the land border Vietnam'stelecommunications building in the North Central to blend with Cham Cham culture

in South Central From the new lands in the South with a combination of ethnicculture, Khmer to the diversity of cultural and ethnic groups in the CentralHighlands.

The third characteristic: With a history of thousands of years of English along withthe convergence of the back of other peoples, from the local culture of the ancientVietnamese from Hong Bang to the external influences for thousands of years Withinfluences from ancient China and Southeast Asia to the influence of France sincethe 19th century, the West in the 20th century and 21st centuryglobalization Vietnam has made a change in culture in the period of history, thereare aspects loss but there are other cultural aspects added to the culture of modernVietnam

Currently Vietnamese culture retains the inherent richness however, the black mixedwith the awareness of new and modern and there are even imported from outsideinterference nature strong

The interference of culture that provides opportunities and challenges for social andcultural issues, but also the economy Consumer goods manufacturing industries,including La Vie also given yourself the opportunity

Vietnam, with 54 ethnic groups and there are thousands of festivals every year, thefestival attracts millions of visitors, the demand for drinking water, or water festival

in the festive spirit is great

Habits as consumers still use boiled water instead of bottled water is also difficultfor the bottled water industry, however this is slowly changing habits whenindustrial life washed until the distant rural areas

Thanks to the open economy, there is a strong pattern of culture in Vietnam blowmillions of foreign tourists to visit, this is a tremendous opportunity for theproduction of drinking water close bottles in general and La Vie in particular.

2.2.1.4 Population Environment

Pakistan is considered the country's population, about 90 million peopletoday Vietnam's population is now considered the golden populationperiod Population structure in the process of change is very powerful

First, population growth trend analysis

Table: Vietnam population data

Comments: The population of Vietnam is about 90 million people and is still in astraight line, with the current population growth rate of about 1% / year 2011 is1.04%.

Analysis of population distribution by urban and rural areas showed increasingtrend of urban population trend line.There are currently about 32% of thepopulation live in urban areas, this ratio will change rapidly in the future

Vietnam is in the golden population period should have abundant labor force, aswell as a major consumer force for manufactured goods

Table 1: Age structure of the population, 2009

According to the data of the population, in 2009 the population aged 15 to 65accounted for 69.1%.

However, in the context of international economic integration has created veryfavorable conditions for La Vie can reach easily with new technology and modernmachinery of the world to its position their market

2.2.2 Years of work environment Five Forces

2.2.2.1 Competitors

Current competitors: La Vie two rivals today in the Vietnamese market is Pepsi'sAquafina and Coca-Cola's Dasani, Aquafina which the relative market share as LaVie also Dasani has a smaller market share The level of competition is very strongopponent, Aquafina and Dasani compete with low prices

2.2.2.2 Customers

More and more options because there are many products on the market, however,awareness of product quality and consumer services on a high This is anopportunity for high quality products and services, such as La Vie

2.2.2.5 Potential competitors

The bottled water industry is having participating businesses and also attract theattention of many investors Vietnamese market's current main rival La Vie isPepsi's Aquafina and Coca-Cola's Dasani, here are two companies along with Nestleare the three leading global companies with the financial resources, technology andmanagement at a high level, in the Vietnamese market appeared a similar opponent

is very difficult because of financial barriers, technology and management level

2.3 ENVIRONMENTAL ANALYSIS IN

2.3.1 The need to analyze the enterprise

To develop a strategy and implementation strategy success depends largely on theresources of the business The analysis in order to specify the strengths as well aspoint out the weak points of the business from which to take the appropriatebusiness strategy and direction of the most appropriate allocation of resources forthe implementation of the strategy selected companies The English have a saying,

"Know who know me, pressing invincible battle" should understand the external

environment as well as competitors as well as the business about yourself isextremely important.

2.3.2 Tangible resources

Financial resources:

Lavie financial resources from local partners and foreign partners is Nestle (65%owned) Nestle is a global company, is the world's No 1 food company, with strongfinancial strength capable of financing large Lavie

Besides, Lavie has now grown after nearly 20 years of operations and accumulated

in the Vietnamese market, Lavie has solid financial strength and fully self-financetheir projects

Organizational resources:

Organization of production and business activities, management of Lavie platform

is built on the advantages conveyed by the global Nestle, with the most advanced

and efficient method

Material resources:

Lavie has good infrastructure with a focus on two large-scale factory in Long Anand Hung Yen, along with the gadget comes fully guaranteed to meet the strategicrequirements of the company

Lavie chain system the world's most modern technology, in-depth investment.Currently, the factory in Long An has two production lines and a small bottleproduction line per 19 liters A small bottle line capacity of 20,000 bottles / hourwas invested in 2008 with a value of U.S $ 6 million, and has now invested moreand came into operation from January 6, 2012 a small bottle line again with acapacity of 48,000 bottles / hour This line is worth about 10 million U.S dollars.Production line per 19 liters with a capacity of 1,100 bottles / hour

Factory in Hung Yen, currently has two production lines of small bottles, one with acapacity of 10,000 bottles / hour and a capacity of 20,000 bottles / hr and a 19 literproduction line with a capacity of 600 bottles / hour In Hung Yen, the company isalso investing more new production line per 19 liters with a capacity of 2,200bottles / hour.

Technical resources:

With nearly 20 years of operation, Lavie also get the knowledge, advanced technicalexperience for manufacturing operations.Behind it, Lavie huge backing fromNestle Lavie can say there are now outstanding technical resources in the watersector plays c two

2.3.3 Intangible resources

Human resources

With a team of about 450 staff employees, mainly for the key positions andimportance, it's a strong team with the capacity, knowledge and experience Lavie'shuman resources enough to meet the strategic objectives of the company

Resource initiatives

Large value, the change is always created from the initiative Lavie's staff arecompetent and always creating new ideas to change and increase work efficiency,business efficiency Besides, the company also built feedback system so thatemployees can contribute ideas, innovations The combination of innovativecapacity of the staff and the encouragement of the company has created a powerfulforce for promoting employee creativity The innovations of the employees are acompany's value

Resources reputation

In the Vietnamese market, when it comes to bottled water bottled mineral water ingeneral and in particular they are evoked in the mind that is Lavie Lavie even

become common noun only bottled water Sometimes buyers usually called Laviebuy for any other product not Lavie This shows that Lavie brand reputation wasrooted in no small part the people of Vietnam.

Besides Lavie is Nestle to global fame has contributed to brand Lavie in Vietnamesemarket scale flowers With foreign customers or the vast majority of consumerswise in Vietnam will be attracted by this

2.3.4 Value Chain

Infrastructure

Infrastructure of good Lavie General administration and planning of the company

is very good, financial accounting strong and healthy company, the companycomplies with all statutory requirements of Vietnam in the business market

Quality of management, the company quality management system The companyhas ISO9001 and ISO2200 and implement a series of measures and procedures toensure quality from Nestle

TIẾP NHẬN

VÀ SỬ DỤNG VẬT TƯ

HOẠT ĐỘNG SẢN XUẤT HÀNG HÓA CUNG ỨNG & BÁN HÀNG MARKETING DỊCH VỤ

Human Resource Management:

Lavie focus on recruiting high-quality human resources, besides, but the staffdevelopment program to enhance the capacity and knowledge.Every year thecompany is worth employees, looking for opportunities to develop staff in theappropriate direction

Company policy is always to attract high quality human resources The companyalso has nearby team training program for positions in the future, but who have thecapacity

Technological development:

Technological chain of production Lavie is the world's most modern productionlines imported from renowned manufacturers such as Krones, Sidel, Bardi, thismodern lines and high automation, production efficiency thereby ensuring highquality products and cost savings

Purchasing and supply

Lavie materials that are use high quality raw materials.All materials must beapproved by bowie Nestle All suppliers are evaluated before the purchase decision The source materials Lavie is the current approach of good quality but the prices arequite high compared to the general market Developing Lavie system providers inthe country has the capacity to be more active in the stage quickly and lower thecost of materials

Principles of purchasing and supply is not allowed to lack of raw materials at anytime

Receipt and use of materials

Supplies are received and stored in the warehouse for production The materials arereviewed before admission to ensure that materials are suitable for production The

inventory of raw materials is defined depending on the type and depends on theability to meet delivery times of suppliers.

Raw materials, storage, and transfer to production is done according to theprocedure has been developed Raw materials in the warehouse inventory monthly,quality assessment and reporting

The inappropriate material will be returned to the supplier

Production activities

Production system with two-scale factories, infrastructure, factories, warehousesgood Modern production lines enough capacity to meet market demand, high level

of automation to reduce human impact

High-performance line is a factor of production to ensure product safety and quality

It is also the basis for the exploitation chain efficiency, better control productioncosts

Supply of goods

Lavie supply of goods through the distribution system (case 19 liter Lavie directsales and with a delivery unit directly to the customer).The distributors wereevaluated before signing the contract capacity as distributor

Stock sold by order of distributors and agents Plant's storage products areguaranteed number of days sales according to the guidelines, while at the distributor

is also required to ensure store some day sales in the prescribed quota

The warehouse distributors and their products are evaluated monthly to ensure thatthe store to ensure amount of and Lavie product quality

Marketing and sales

- Advertising is done through different channels: On TV, advertising panels,raincoats displayed umbrellas, shelves or bins religion at the place of sale,

crowded places.There are also many public relations activities are used to raiseLavie image.

- The promotion is also done as much as discounts, increasing the quantitypurchased, raincoats, Lavie bottles,

- Distribution system of Lavie widely across the country, the distributiondensity of high density concentrated in the cities of Hanoi and Ho Chi Minh City.Atthe distributors are monitoring sales of Lavie These are the sales team with highlyprofessional Lavie

- Goods from a distributor can be sold directly to consumers or sold throughretailers

Also Lavie provide maintenance services, hot and cold sanitary equipment tocustomers

2.3.5 Analysis of evaluation resources (7S)

Chart: The McKinsey 7S model